The Effects of Location Personalization on Integrity Trust and Integrity Distrust in Mobile Merchants
Authors:
- 1 July 2013
- journal article
- Published by Taylor & Francis in International Journal of Electronic Commerce
- Vol. 17 (4) , 39-72
Abstract
Despite the proliferation of mobile personalization worldwide, the research to date is not definitive regarding the effectiveness of personalization on influencing individuals' intentions to use mobile services. The current research examines how an important feature of mobile services—location personalization—affects individuals' intentions to use these services. Specifically, the current research considers two features of location personalization, namely location accuracy and location precision, and examines how individuals' perceptions of these features affect their integrity trust and integrity distrust in the merchant who provides these services, which in turn affect their intentions to use the services. We developed eight hypotheses. To test them, we conducted a field study with a self-developed mobile system that provided personalized lunch venue recommendations. We recruited 236 participants to take part in the field study. After two weeks, they completed a questionnaire to report their perceptions...Keywords
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