 School of Management: Department of Information & Knowledge Management, Sagy Center for Internet Research Faculty of Social Sciences: Department of Information Systems Proceedings of the  th Israel Association for Information Systems (ILAIS) Conference July 2, 2012 University of Haifa Haifa, Israel Editors: Daphne Raban, David Bodoff, Irit Hadar The Israel Association for Information Systems (ILAIS) was founded in 2005 as the Israeli chapter of the Association for Information Systems (AIS). The goal of ILAIS is to promote the exchange of ideas, experiences and knowledge among IS scholars and professionals engaged in IS development, management and use.