An Experimental Study on Ubiquitous commerce Adoption: Impact of Personalization and Privacy Concerns
Sheng, Hong, Nah, Fiona Fui-Hoon, Siau, Keng
Journal of the Association for Information Systems · 2008 · Volume 9 · Issue 6
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.
Keywords
Personalization, privacy concerns, personalization-privacy paradox, situation dependency, adoption intention
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