Timing of web personalization in mobile shopping: A perspective from Uses and Gratifications Theory

作者：

Highlights：

• U&G is employed to study two timing of web personalization, namely ASWP and BSWP.

• M-shopping motivations significantly affect BSWP use and ASWP use.

• BSWP use and ASWP use are predicted by different shopping motivations.

• NFC plays a role in the effects of motivations on web personalization use.

摘要

•U&G is employed to study two timing of web personalization, namely ASWP and BSWP.•M-shopping motivations significantly affect BSWP use and ASWP use.•BSWP use and ASWP use are predicted by different shopping motivations.•NFC plays a role in the effects of motivations on web personalization use.

论文关键词：Timing of web personalization,Uses and gratifications,Mobile shopping motivation,Mobile shopping

论文评审过程：Received 2 November 2017, Accepted 28 June 2018, Available online 29 June 2018, Version of Record 2 July 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.06.035