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An Experimental Study on Ubiquitous commerce Adoption: Impact of Personalization and Privacy Concerns

Year: 2008

Type: article

Abstract: 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.

Source: Journal of the Association for Information Systems

DOI: 10.17705/1jais.00161

Authors: Hong Sheng, Fiona Nah, Keng Siau

Institutions: Missouri University of Science and Technology, University of Nebraska–Lincoln

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W1607499614

FWCI: 15.92

Cites: 98

Cited by: 323

Related to: 10