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

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.