Various companies are increasingly exploiting electronic channels to reach their customers and create new business opportunities. To this end, many electronic shopping channels have been developed. These channels offer either products from a single firm or encompass multiple individual electronic stores, comprising representing an electronic shopping mall. Electronic shopping has attracted the attention of extensive R&D, which has developed various market perspectives, including user attitude, critical success factors, security, technical aspects, and more.
Two main concerns for m-commerce are personalization and enhancement of user experience. Personalization addresses the ability to offer content tailored to the preferences of each user or user group. Preferences may be explicitly declared by the user, or derived by the system through inspecting user interaction.
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