Skip navigation
Skip navigation

The Effects of Location Personalization on Individuals' Intention to Use Mobile Services

Ho, Shuk (Susanna)

Description

The rising pervasiveness of mobile commerce has prompted firms to rapidly leverage mobile technologies to foster business-to-consumer connections. Firms send individuals mobile messages to promote their products and personalize the message content to make it more relevant to individual consumers. An important factor in mobile personalization is location. This research examines the effects of location personalization on individuals' intention to use mobile services. We draw on motivational...[Show more]

CollectionsANU Research Publications
Date published: 2012
Type: Journal article
URI: http://hdl.handle.net/1885/32566
Source: Decision Support Systems
DOI: 10.1016/j.dss.2012.05.012

Download

File Description SizeFormat Image
01_Ho_The_Effects_of_Location_2012.pdf349.39 kBAdobe PDF    Request a copy
02_Ho_The_Effects_of_Location_2012.pdf324.69 kBAdobe PDF    Request a copy


Items in Open Research are protected by copyright, with all rights reserved, unless otherwise indicated.

Updated:  20 July 2017/ Responsible Officer:  University Librarian/ Page Contact:  Library Systems & Web Coordinator