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首页> 外文会议>12th Americas Conference on Information Systems(AMCIS 2006) vol.5 >An Experimental Study on U-Commerce Adoption: The Impact of Personalization and Privacy Concerns
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An Experimental Study on U-Commerce Adoption: The Impact of Personalization and Privacy Concerns

机译：U-Commerce采纳的实验研究：个性化和隐私问题的影响

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摘要

U-commerce represents "anytime, anywhere" commerce, which is believed to be the ultimate form of commerce. Ucommerce can provide a high level of personalization, which can bring additional benefits and values to customers. However, despite these promises and potential benefits, customers' privacy is a major concern and obstacle to the adoption of ucommerce. As customers' intention to adopt u-commerce is based on the aggregate effect of perceived benefits and risk exposure (e.g., privacy concerns), this research examines how personalization and context can impact on customers' perceived benefits and privacy concerns, and how this aggregated effect in turn affects u-commerce adoption intention. As ucommerce is very new and visionary, the scenario-based method will be used to operationalize the two variables - personalization and context - through the use of an experiment. As one of the first research to empirically investigate personalization and privacy in u-commerce, this research contributes to an increased understanding of u-commerce and its adoption.
机译：U-Commerce代表“随时随地”商务，被认为是最终的商务形式。 Ucommerce可以提供高度的个性化设置，这可以为客户带来更多的好处和价值。但是，尽管有这些承诺和潜在的好处，但客户的隐私仍然是采用ucommerce的主要问题和障碍。由于客户采用u-commerce的意图是基于感知到的好处和风险暴露（例如，隐私问题）的综合影响，因此本研究研究了个性化和上下文如何影响客户感知到的利益和隐私问题，以及这些汇总结果如何反过来又影响了电子商务的采用意图。由于ucommerce非常新颖且富有远见，因此基于场景的方法将通过实验来操作化两个变量-个性化和上下文。作为第一个以实证研究u商务中的个性化和隐私的研究之一，该研究有助于增进对u商务及其采用的了解。

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