Title: An integrative framework of technology acceptance model and personalisation in mobile commerce

Authors: H.Y. Sonya Hsu, Songpol Kulviwat

Addresses: Department of Business Systems Analysis and Technology, B.I. Moody III College of Business Administration, University of Louisiana at Lafayette, Lafayette, LA 70504, USA. ' Department of Marketing and International Business, Frank G. Zarb School of Business, 222 Weller Hall, 134 Hofstra University, Hempstead, NY 11549–1340, USA

Abstract: Personalisation has emerged as a key strategy to unlocking the customer|s loyalty in mobile service businesses. The objective of the article is to examine customer satisfaction and delight derived from using personalised applications and services in the context of mobile commerce. Results from the survey indicate the amount of generalised messages that customers receive has no effect on either customer satisfaction or customer delight. Further, the preference of multimedia messages and the perceived usefulness of personalised message could increase customer satisfaction, but not customer delight. However, only text messages could make customers satisfied and at the same time could increase customer delight. Implications and avenues for future research are discussed.

Keywords: personalisation; m-commerce; mobile commerce; technology acceptance model; TAM; customer loyalty; customer satisfaction; customer delight; multimedia messages; text messages; mobile services; mobile phones; personal digital assistants; PDA; handheld computers; e-commerce; electronic commerce.

DOI: 10.1504/IJTMKT.2006.010734

International Journal of Technology Marketing, 2006 Vol.1 No.4, pp.393 - 410

Published online: 25 Aug 2006 *