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

Ho, Shuk (Susanna)


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
Source: Decision Support Systems
DOI: 10.1016/j.dss.2012.05.012


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