An experimental study on U-commerce adoption: Impact of personalization and privacy concerns
Ubiquitous commerce (u-commerce) represents “anytime, anywhere” commerce. U-commerce can provide a high level of personalization, which can bring significant benefits to customers. However, privacy is a major concern to customers and an obstacle to the adoption of u-commerce. This research examines...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2008
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/sis_research/9446 https://ink.library.smu.edu.sg/context/sis_research/article/10446/viewcontent/An_Experimental_Study_on_Ubiquitous_commerce_Adoption__Impact_of_Personalization_and_Privacy_Concerns.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Ubiquitous commerce (u-commerce) represents “anytime, anywhere” commerce. U-commerce can provide a high level of personalization, which can bring significant benefits to customers. However, privacy is a major concern to customers and an obstacle to the adoption of u-commerce. This research examines how personalization and context can impact customers’ privacy concerns as well as intention to adopt u-commerce applications. As u-commerce is new and emerging, we used the scenario-based approach to operationalize personalization and context in an experimental study. The experimental results show that the effects of personalization on customers’ privacy concerns and adoption intention are situation dependent. |
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