In recent years, mobile device and mobile network usage have been rapidly growing. Location-based services (LBS), in particular, have become an indispensable aspect of future mobile commerce. In order to develop a model for the antecedents and consequences of LBS, this study used questionnaires to collect survey data. Analysis of this data occurred through the structural equation model (SEM). The data show that service function, media richness, and personalization of LBS help to generate value in LBS. This study concludes that LBS obtain their value through the “3Rs” of relevance, reliability, and recreation. The 3R values enhance users’ customer engagement, purchase intention, and functional alternatives. Overall, recreation is the most influential value, with media richness being the key element of this value. These findings can help LBS research, as well as LBS providers and marketers, in discovering a more tactical approach.