Ubiquitous commerce (u-commerce represents ?anytime, anywhere? commerce). U-commerce can provide a high level of personalization, which can bring significant benefits to customers. However, privacy is a major concern to customers and an obstacle to the adoption of u-commerce. This research examines how personalization and context can impact customers? privacy concerns as well as intention to adopt u-commerce applications. As u-commerce is new and emerging, we used the scenario-based approach to operationalize personalization and context in an experimental study. The experimental results show that the effects of personalization on customers? privacy concerns and adoption intention are situation dependent.