Bricks-and-mortar retailers have recently begun to utilize mobile applications delivering location-based services (LBS) as part of their omni-channel strategy to provide consumers with new in-store experiences. In light of this trend, this study examined how consumers’ value perception influences their intention to use LBS in the store and their behavioral responses as well as the moderating effect of flow on the relationships between the perceived benefits/costs and the perceived value of LBS usage. The results indicated that benefits (perceived usefulness and perceived enjoyment) and costs (perceived complexity and perceived privacy risk) were influential antecedents shaping consumers’ value perception of LBS, which in turn impacted their intention to use LBS and behavioral responses (search and purchasing using LBS). Also, we found that the negative relationship between the perceived costs and perceived value was attenuated in high flow states than in low flow states

实体零售商最近开始使用提供基于位置的服务（LBS）的移动应用程序作为其全渠道策略的一部分，以为消费者提供新的店内体验。根据这一趋势，本研究研究了消费者的价值观念如何影响他们在商店中使用LBS的意图及其行为反应，以及流量对感知收益/成本与LBS感知价值之间关系的调节作用。用法。结果表明，收益（感知的有用性和感知的享受）和成本（感知的复杂性和感知的隐私风险）是影响消费者对LBS价值观念的有前因，进而反过来影响了他们使用LBS的意图和行为反应（搜索和购买使用LBS）。还，