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Article
An Experimental Study on Ubiquitous commerce Adoption: Impact of Personalization and Privacy Concerns
Journal of the Association for Information Systems
  • Hong Sheng, Missouri University of Science and Technology
  • Fiona Fui-Hoon Nah, University of Nebraska-Lincoln, USA
  • Keng Siau, University of Nebraska- Lincoln
Publication Date
6-1-2008
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.
Citation Information
Hong Sheng, Fiona Fui-Hoon Nah and Keng Siau. "An Experimental Study on Ubiquitous commerce Adoption: Impact of Personalization and Privacy Concerns" (2008)
Available at: http://works.bepress.com/nahf/49/