'Tell Me Who You Are, and I Will Show You What You Get' - the Use of Individuals' Identity for Information Technology Customization

摘要

Individuals are constantly demanding more customization of the products they use, and companies are using different customization strategies to fulfill individuals' demands. This study analyzes relevant literature on the relationship between technology and identity, and explores how identity theory can be used to customize a particular information system (IS). With this analysis, the study examines individuals' willingness to adopt such a tailored IS in the face of privacy concerns and the possibility of using such IS in different contexts of their life (e.g. at work, at home). The research model proposed in this study will be validated using an experiment.