The attraction of personalized service for users in mobile commerce

Abstract

There has been a notable increase in consumer use of mobile applications. Consumers begin to adopt mobile commerce applications. In response, firms have been investing billions of dollars in order to enhance the hardware and software platforms for mobile commerce. Consequently, with such large investments, firms are highly motivated to attract new clients and retain their old customers. In the present study, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers. For the purpose of analysis, the dependent variable is the service subscribers' intention to switch to a new service provider with personalized services. Four main constructs have been studied - the amount and the perceived usefulness of general advertisements, the perceived usefulness and privacy issues about personalized advertisements. This empirical study indicates that all four constructs are significant in affecting the decision by subscribers to change to a new mobile service provider.

Consumer's attitude to receive and response to SMS advertising

“…Different groups of consumers have different consumption capacity, consumption habits, and consumption preference (Woo et al, 2007). In this case, some researchers have focused on the concept of personalisation when sending SMS advertising messages (Ho and Kwok, 2002). Mobile advertising provides consumers with personalised information based on their personal information and interests (Leppaniemi and Karjaluoto, 2005;Scharl et al, 2005).…”

“…Mobile advertising provides consumers with personalised information based on their personal information and interests (Leppaniemi and Karjaluoto, 2005;Scharl et al, 2005). This involves consumers providing more extensive personal details in order to reduce the number of irrelevant advertisements and thus increase the chance of favourable attitude towards the medium (Ho and Kwok, 2002;Maneesoonthorn and Fortin, 2006). Non-personalised SMS advertising very often reach people those are not interested in the presented product or service (Bulander et al, 2005).…”

“…Non-personalised SMS advertising very often reach people those are not interested in the presented product or service (Bulander et al, 2005). Ho and Kwok (2002) found that customers were willing to change to a new service provider with more personalised services in order to stop receiving poorly targeted mobile advertisements. Furthermore, Barwise and Strong (2002) found that the personal nature of the mobile phone meant that consumers expected their advertising messages to be personalised, and highly targeted messages were more likely to result in favourable consumer's attitude.…”

The Happiness Premium: The Impact of Emotion on Individuals’ Willingness to Pay in Online Auctions

“…These factors are important. However, we need to look beyond the straightjacket of rational choice (Ho, 2006;Ho & Kwok, 2002;Tam & Ho, 2006).…”

XOnto-Apriori: An eXtended Ontology Reasoning-based Association Rule Mining Algorithm

“…사용자의 요구와 선호도에 따라 적합한 정보를 제공하는 개 인화 추천에 대한 연구가 많이 진행되고 있다 [1][2][3]. 특히 Amazon, yes24와 같은 전자 상거래 분야에서는 이미 개인 화 추천이 적용되어 사용자에게 맞춤형 서비스를 제공하고 있으며 그 유용함은 사업적 가치뿐만 아니라 학문적으로도 많은 관심을 불러일으키고 있다 [4][5].…”