Another important factor in LBA is the consumers’ motivation to use LBA on their devices – particularly when LBA is ope rationalized as a pull system. If the consumer assumes that using LBA will provide him or her with information about his or her friends and/or environment or will receive useful and accurate recommendations, the motivation to use LBA may be raised (Ho 2012). Beyond that, novelty and involvement have positive impact. For instance, an LBA service may be used because it is perceived as fun. Accordingly, services containing novel functionalities and facilitate interaction with a community have a higher potential to be used (Ho 2012). Particularly for the venue categories of food and travel/transport, LBA has been proven successful (Li et al. 2012).