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. and went through two major revisions and one minor revision. Ping Zhang and Bernard Tan are accepting senior editors. Ho-Geun Lee, Khawaja Asjad Saeed, and Iris Junglas are the reviewers.