Personal and Ubiquitous Computing

, Volume 8, Issue 6, pp 416–429 | Cite as

Consumer perceptions of privacy, security and trust in ubiquitous commerce

  • George RoussosEmail author
  • Theano Moussouri
Original Article


Commerce is a rapidly emerging application area of ubiquitous computing. In this paper, we discuss the market forces that make the deployment of ubiquitous commerce infrastructures a priority for grocery retailing. We then proceed to report on a study on consumer perceptions of MyGrocer, a recently developed ubiquitous commerce system. The emphasis of the discussion is on aspects of security, privacy protection and the development of trust; we report on the findings of this study. We adopt the enacted view of technology adoption to interpret some of our findings based on three principles for the development of trust. We expect that this interpretation can help to guide the development of appropriate strategies for the successful deployment of ubiquitous commerce systems.


Supply Chain Credit Card Inventory Level Ubiquitous Computing Privacy Protection 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



MyGrocer has been partially supported by the European Commission under research contract IST-1999-26238. The MyGrocer Consortium consists of the following members: Nokia Corporation, Procter and Gamble, Unisys Corporation, ATMEL Corporation, Pouliadis Associates Corporation, Athens University of Economics and Business, Helsinki University of Technology, S-Markt and Atlantic Supermarkets.


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Copyright information

© Springer-Verlag London Limited 2004

Authors and Affiliations

  1. 1.Birkbeck CollegeUniversity of LondonLondonUK
  2. 2.Audience Focus LtdLondonUK

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