An empirical study of the anticipated consumer response to RFID product item tagging

Author:

Angeles Rebecca

Abstract

PurposeThis empirical study of consumer/shopper response to radio frequency identification (RFID) product item tagging anticipates what is likely to take place in the retail marketplace. Using the theories of procedural justice/fairness, expected utility, and prior literature on personal privacy the purpose of this study is to use the survey method to measure consumer willingness to purchase RFID‐tagged product items within the Canadian context. Procedural justice/fairness is operationalized using the implementation of the Personal Information Protection and Electronic Documents Act (PIPEDA) enacted in Canada on January 1, 2004.Design/methodology/approachThis study used the survey questionnaire method after the sample participants (N=381) were exposed to an experimental treatment. Students and faculty members of the Faculty of Business Administration, University of New Brunswick Fredericton, Canada participated in this study.FindingsConsumers responded positively to the procedural justice concept using PIPEDA law in Canada. The less privacy sensitive group valued the specific RFID benefits, was willing to buy the tagged items to obtain specific benefits, was willing to pay more for these items, and was also less concerned about selected RFID issues.Practical implicationsPractical suggestions are given to retailers thinking of implementing product item RFID tagging to make their initiatives more successful.Originality/valueThis is one of the first empirical studies on the likely consumer response to product item tagging based on solid theoretical foundations.

Publisher

Emerald

Subject

Industrial and Manufacturing Engineering,Strategy and Management,Computer Science Applications,Industrial relations,Management Information Systems

Reference33 articles.

1. Awad, N.F. and Krishnan, M.S. (2006), “The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization”, MIS Quarterly, Vol. 30 No. 1, pp. 13‐28.

2. Bruenig, P.J. (2004), “Prepared statement of Paula J. Bruenig, Staff Counsel, The Center for Democracy & Technology”, Committee on Energy and Commerce, House of Representatives, “RFID technology: what the future holds for commerce, security, and the consumer,” Hearing before the Subcommittee on Commerce, Trade, and Consumer Protection of the Committee on Energy and Commerce, House of Representatives, 108th Congress, Second Session, 14 July, Serial No. 108‐108, US Government Printing Office, Washington, DC.

3. CAPS/Gemini/National Retail Federation (2004), RFID and Consumers: Understanding Their Mindset, CAPS/Gemini, New York, NY.

4. Culnan, M.J. (1993), “How did they get my name? An exploratory investigation of consumer attitudes toward secondary information use”, MIS Quarterly, Vol. 17 No. 3, pp. 341‐63.

5. Culnan, M.J. and Armstrong, P.K. (1999), “Information privacy concerns, procedural fairness, and impersonal trust: an empirical investigation”, Organization Science, Vol. 10 No. 1, pp. 104‐16.

Cited by 51 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3