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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]

CollectionsANU Research Publications
Date published: 2010
Type: Conference paper
Source: Proceedings of the Pacific Asia Conference on Information Systems (PACIS)


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03_Ho_The_Effects_of_Location-Based_2010.pdf322 kBAdobe PDF    Request a copy

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