JUSQU'OÙ LES CONSOMMATEURS ACCEPTENT-ILS D'ÊTRE GÉOLOCALISÉS ?

If geolocation has now become an inescapable reality, it still faces resistance from users concerned about protecting their privacy. This article provides a conceptual framework of the determinants of acceptance of geolocation, tested in an empirical study with a sample of 193 smartphone using consumers. The proposed service, be it commercial, functional or social, is not subject to a global acceptance within the population. The results show that the degree of acceptance is conditioned by individual variables (concern for privacy, experience and innovativeness) and relational variables (trust towards the brand).