An experimental study on U-commerce adoption: Impact of personalization and privacy concerns

• Main Authors: SHENG, H., NAH, Fiona Fui-hoon, SIAU, Keng
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: Personalization; privacy concerns; personalization-privacy paradox; situation dependency; adoption intention; Databases and Information Systems
• 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
• Institution: Singapore Management University

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.