Location-Based Personalisation in Mobile Commerce (M-Commerce). M-commerce, though playing an important role in future competitiveness of Australia, suffers a low user demand. While location-based services have taken off in Europe, they are still at their infancy in Australia. In terms of IT access, Australia is ranked lower than many Asian countries. Our work gains an understanding of users' concerns and expectations of location-based services, which leads to better application designs and thus ....Location-Based Personalisation in Mobile Commerce (M-Commerce). M-commerce, though playing an important role in future competitiveness of Australia, suffers a low user demand. While location-based services have taken off in Europe, they are still at their infancy in Australia. In terms of IT access, Australia is ranked lower than many Asian countries. Our work gains an understanding of users' concerns and expectations of location-based services, which leads to better application designs and thus a wider adoption. An examination of users' attitude towards personalised content and concerns about data privacy provides insights to Australian legislation in relation to telemarketing and data-driven marketing. National benefits will stem from a balance between telemarketing efficiency and users' benefits.Read moreRead less