The　rapid　development　of　internet　of　things　(IoT),　big　data　and　ubiquitous　computing　is　making　ubiquitous　commerce　(U-commerce)　the　next　business　wave.　U-commerce　is　a　dynamic　convergence　of　the　click　and　mortar　world,　which　empowers　consumers　to　interact　with　virtual　and　physical　objects　within　the　U-commerce　environment.　This　user　involvement　creates　unique　consumer　experiences　in　a　U-commerce　environment　that　traditional　electronic　channels,　such　as　E-commerce,　are　unable　to　replicate.　Applying　Activity　Theory,　we　identify　personalized　incentive　and　contextual　facilitation　which　influence　consumers＇　situational　involvement　and　unique　experiences　in　a　U-commerce　environment.　Using　256　valid　empirical　data,　the　research　results　show　that　(1)　contextual　facilitation　and　personalized　incentive　positively　affect　consumers＇　situational　involvement　and　unique　experiences,　(2)　Situational　involvement　positively　affects　unique　experiences:　usability　and　hedonic　experience.　©　PACIS　2018.