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Keywords: Mobile personalization
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Journal Articles
International Journal of Retail & Distribution Management (2023) 51 (8): 991–1009.
Published: 11 July 2022
... how the segments differ across their personalized preferences and privacy concerns. Findings The data generated three distinct consumer segments: equivocal users, structured users and eclectic users. Across the segments, there were differences in their mobile personalization (experience, value...
