The Effects of Location-Based Mobile Personalization on Users' Behaviour
Ho, Shuk (Susanna)
Firms send short message services (SMS) to customers' mobile phones to promote their products. Many firms personalize this content to increase the relevance of the recommendations and to avoid overloading users with too many messages. This research examines the effects of location-based personalization on users' intentions to use personalized mobile SMS. We draw on motivational theories to develop six hypotheses to predict the effects of location-based personalized mobile services. Through a...[Show more]
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