Privacy concern in ubiquitous society and research on consumer behavior

Abstract

Ubiquitous means being present everywhere at the same time, which expresses the situation that users can have no trouble accessing computers and networks from anywhere, anytime. This broadens its prospect in marketing. On top of the customer information and buying history that the company keeps track of, the customers' environment information including time, place and activity field has become available. These days, due to ubiquitous marketing, concierge-styled service becomes a real possibility. This is where various suggestions are provided according to users' interests, thoughts and behavioral patterns. This research explains consumer awareness based on a questionnaire survey about consumers' privacy in ubiquitous marketing. © 2011 Springer-Verlag.