An Experimental Study on U-commerce Adoption: Impact of Personalization and Privacy Concerns
U-commerce represents “anytime, anywhere” commerce. U-commerce can provide a high level of personalization, which can bring significant benefits to customers. However, customers' privacy is a major concern and obstacle to the adoption of u-commerce. As customers' intention to adopt u-commerce is based on the aggregate effect of perceived benefits and risk exposure (e.g., privacy concerns), this research examines how personalization and context can impact on customers' perceived benefits and privacy concerns, and how this aggregated effect in turn affects u-commerce adoption intention.
Sheng, H., Nah, F. F., & Siau, K. (2006). An Experimental Study on U-commerce Adoption: Impact of Personalization and Privacy Concerns. Proceedings of the Fifth Annual Workshop on HCI Research in MIS.
Fifth Annual Workshop on HCI Research in MIS
Business and Information Technology
Keywords and Phrases
U-Commerce; Adoption Intention; Personalization-Privacy Paradox; Situation Dependency
Article - Conference proceedings
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