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

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

246 Scopus Citations
View graph of relations



Original languageEnglish
Article number2
Pages (from-to)344-376
Journal / PublicationJournal of the Association of Information Systems
Issue number6
Publication statusPublished - 2008
Externally publishedYes


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. Copyright © 2008, by the Association for Infomation Systems.

Research Area(s)

  • Adoption intention, Personalization, Personalization-privacy paradox, Privacy concerns, Situation dependency