Result: The effects of location personalization on individuals' intention to use mobile services

Title:
The effects of location personalization on individuals' intention to use mobile services
Authors:
SHUK YING HO
Source:
Decision support systems. 53(4):802-812
Publisher Information:
Amsterdam: Elsevier, 2012.
Publication Year:
2012
Physical Description:
print, 69 ref
Original Material:
INIST-CNRS
Subject Terms:
Electronics, Electronique, Computer science, Informatique, Sciences exactes et technologie, Exact sciences and technology, Sciences appliquees, Applied sciences, Informatique; automatique theorique; systemes, Computer science; control theory; systems, Logiciel, Software, Systèmes informatiques et systèmes répartis. Interface utilisateur, Computer systems and distributed systems. User interface, Sciences biologiques et medicales, Biological and medical sciences, Sciences biologiques fondamentales et appliquees. Psychologie, Fundamental and applied biological sciences. Psychology, Psychologie. Psychophysiologie, Psychology. Psychophysiology, Psychologie du travail, Occupational psychology, Motivation. Satisfaction. Attitude, Motivation. Job satisfaction. Attitude, Psychologie. Psychanalyse. Psychiatrie, Psychology. Psychoanalysis. Psychiatry, Commerce électronique, Electronic trade, Comercio electronico, Comportement utilisateur, User behavior, Comportamiento usuario, Consommateur, Consumer, Consumidor, Efficacité, Efficiency, Eficacia, Employé, Employee, Empleado, Intention, Intencíon, Localisation, Localization, Localización, Long terme, Long term, Largo plazo, Messagerie électronique, Electronic messaging, Motivation, Motivación, Méthode empirique, Empirical method, Método empírico, Nouveauté, Novelty, Novedad, Perception, Percepción, Personnalisation, Customization, Personalización, Réseau sans fil, Wireless network, Red sin hilo, Sensibilité contexte, Context aware, Sensibilidad contexto, Téléphone portable, Mobile phone, Teléfono móvil, Informatique mobile, Mobile computing, Informática móvil, Location personalization, Mobile commerce, Mobile personalization, Short message services
Document Type:
Conference Conference Paper
File Description:
text
Language:
English
Author Affiliations:
Research School of Accounting and Business Information Systems, The Australian National University, Australia
ISSN:
0167-9236
Access URL:
http://pascal-francis.inist.fr/vibad/index.php?action=search&terms=26370700
Rights:
Copyright 2015 INIST-CNRS
CC BY 4.0
Sauf mention contraire ci-dessus, le contenu de cette notice bibliographique peut être utilisé dans le cadre d’une licence CC BY 4.0 Inist-CNRS / Unless otherwise stated above, the content of this bibliographic record may be used under a CC BY 4.0 licence by Inist-CNRS / A menos que se haya señalado antes, el contenido de este registro bibliográfico puede ser utilizado al amparo de una licencia CC BY 4.0 Inist-CNRS
Notes:
Computer science; theoretical automation; systems

Psychology. Ethology

FRANCIS
Accession Number:
edscal.26370700
Database:
PASCAL Archive

Further Information

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 theories to identify two groups of variables. One group includes features of location personalization that intrinsically motivate an individual to use a service, whereas the other group includes features that extrinsically motivate an individual to use a service. We examine how individuals' initial perceptions of mobile services influence the development of intrinsic and extrinsic motivations. Perceived novelty and perceived community-based involvement belong to the former group of variables, while perceived location accuracy and perceived location precision belong to the latter. We also examine how intrinsic and extrinsic motivations formed at an early stage of use influence individuals' intention to use mobile services in the long run. We developed eight hypotheses to explore these dimensions. Through a four-week study, we found that when individuals first interacted with location-based personalized services, they were driven by both intrinsic and extrinsic motivations. After a few weeks of interaction, the extrinsic motivation formed at the early stage of use proved to be less important in retaining users' interest. This research provides empirical evidence of the effectiveness of location personalization and helps firms understand and quantify new mobile commerce opportunities. It also sheds light on personalization studies by examining the role of location in personalization and explores factors that not only attract individuals to mobile services but also keep them engaged in the services in the long term.