Abstract This study investigates the reception of personalization of Mobile Commerce (MC) and its associated challenges. A specific focus has been given to the elements that influence client's satisfaction. The study adopts a quantitative study design in which data was collected through a survey conducted on 340 Mobile Commerce consumers. Data have been analysed through Pearson correlation, KMO and Bartlett's test, multiple regression analysis, and factor analysis. The findings of the analyses depict that security concerns and potential risks impact the use of retail services (correlation coefficient, 0.915; P

中文翻译：

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减轻移动商务中的个性化挑战：一项实证研究

摘要 本研究调查了移动商务 (MC) 个性化的接收情况及其相关挑战。特别关注影响客户满意度的因素。该研究采用定量研究设计，其中数据是通过对 340 名移动商务消费者进行的调查收集的。数据已通过 Pearson 相关性、KMO 和 Bartlett 检验、多元回归分析和因子分析进行分析。分析结果表明，安全问题和潜在风险会影响零售服务的使用（相关系数，0.915；P