earticle

영어

The proliferation of personalized mobile services is emphasizing the need to determine the users’ perception of how successful personalization is, and how it can be improved and in which facet. For some users, personalization can be useful; others may find it confusing and prefer to turn it off. The motivation of the article is to explore and understand the success criteria of delivering personalized mobile services. The goal of this research work is to develop a theoretical model called Personalization Evaluation Model (PEM) to measure the effectiveness of personalization of mobile services. The main purpose of Personalization Evaluation Model (PEM) is to improve the understanding of the effectiveness of personalization of mobile services by providing new theoretical insights of measuring key variables of personalization. Moreover, PEM should provide the theoretical basis for practical testing of the effectiveness of personalized mobile services. The constructs developed for PEM are primarily adapted from the previous research of personalized mobile services.