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The attraction of personalized service for users in mobile commerce: an empirical study

The attraction of personalized service for users in mobile commerce: an empirical study The Attraction of Personalized Service for Users in Mobile Commerce: An Empirical Study SHUK YING HO AND SAI HO KWOK ________________________________________________________________________ There has been a notable increase in consumer use of mobile applications. Consumers begin to adopt mobile commerce applications. In response, firms have been investing billions of dollars in order to enhance the hardware and software platforms for mobile commerce. Consequently, with such large investments, firms are highly motivated to attract new clients and retain their old customers. In the present study, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers. For the purpose of analysis, the dependent variable is the service subscribers ™ intention to switch to a new service provider with personalized services . Four main constructs have been studied  the amount and the perceived usefulness of general advertisements, the perceived usefulness and privacy issues about personalized advertisements. This empirical study indicates that all four constructs are significant in affecting the decision by subscribers to change to a new mobile service provider. Additional Key Words and Phrases: Mobile Commerce, Personalization, Privacy ________________________________________________________________________ 1. INTRODUCTION In response to consumer demands, extensive mobile phone handsets http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png ACM SIGecom Exchanges Association for Computing Machinery

The attraction of personalized service for users in mobile commerce: an empirical study

ACM SIGecom Exchanges , Volume 3 (4) – Dec 1, 2002

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References (21)

Publisher
Association for Computing Machinery
Copyright
Copyright © 2002 by ACM Inc.
ISSN
1551-9031
DOI
10.1145/844351.844354
Publisher site
See Article on Publisher Site

Abstract

The Attraction of Personalized Service for Users in Mobile Commerce: An Empirical Study SHUK YING HO AND SAI HO KWOK ________________________________________________________________________ There has been a notable increase in consumer use of mobile applications. Consumers begin to adopt mobile commerce applications. In response, firms have been investing billions of dollars in order to enhance the hardware and software platforms for mobile commerce. Consequently, with such large investments, firms are highly motivated to attract new clients and retain their old customers. In the present study, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers. For the purpose of analysis, the dependent variable is the service subscribers ™ intention to switch to a new service provider with personalized services . Four main constructs have been studied  the amount and the perceived usefulness of general advertisements, the perceived usefulness and privacy issues about personalized advertisements. This empirical study indicates that all four constructs are significant in affecting the decision by subscribers to change to a new mobile service provider. Additional Key Words and Phrases: Mobile Commerce, Personalization, Privacy ________________________________________________________________________ 1. INTRODUCTION In response to consumer demands, extensive mobile phone handsets

Journal

ACM SIGecom ExchangesAssociation for Computing Machinery

Published: Dec 1, 2002

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