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The Effects of Location-Based Mobile Personalization on Users' Behaviour

Ho, Shuk (Susanna)

Description

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]

dc.contributor.authorHo, Shuk (Susanna)
dc.coverage.spatialTaipei Taiwan
dc.date.accessioned2015-12-08T22:25:35Z
dc.date.createdJuly 9-12 2010
dc.identifier.urihttp://hdl.handle.net/1885/33495
dc.description.abstractFirms 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 two-week study, we found that perceived enjoyment and perceived community involvement are major drivers motivating users to accept location-based personalized SMS. Interestingly, precision of personalization is not significant in influencing users' intention. Hedonic motivators are more influential than utilitarian motivators. These findings provide empirical evidence of the effects of location-based personalization and help firms understand and quantify new mobile commerce opportunities. Overall, this research sheds light on personalization studies by examining the role of location in personalization.
dc.publisherAssociation for Information Systems
dc.relation.ispartofseriesPacific Asia Conference on Information Systems (PACIS 2010)
dc.sourceProceedings of the Pacific Asia Conference on Information Systems (PACIS)
dc.source.urihttp://aisel.aisnet.org/pacis2010/131/
dc.subjectKeywords: Community involvement; Empirical evidence; Location based; Mobile Commerce; Perceived enjoyment; Personalizations; Personalized mobile services; Short message services; Commerce; Industry; Information systems; Cellular telephone systems Location-based personalization; Mobile commerce; Mobile personalization; Short message services
dc.titleThe Effects of Location-Based Mobile Personalization on Users' Behaviour
dc.typeConference paper
local.description.notesImported from ARIES
local.description.refereedYes
dc.date.issued2010
local.identifier.absfor080611 - Information Systems Theory
local.identifier.ariespublicationu9900263xPUB102
local.type.statusPublished Version
local.contributor.affiliationHo, Shuk (Susanna), College of Business and Economics, ANU
local.description.embargo2037-12-31
local.bibliographicCitation.startpage1366
local.bibliographicCitation.lastpage1377
dc.date.updated2016-02-24T12:13:12Z
local.identifier.scopusID2-s2.0-84856006084
CollectionsANU Research Publications

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