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Consumer reactions to potential intrusiveness and benefits of RFID

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  • Heather E. Sill
  • Sandra L. Fisher
  • Michael E. Wasserman

Abstract

The research conducted in this study examined the effect that information and personal traits have on potential consumers' intentions to purchase Radio Frequency Identification (RFID)-tagged products. An experiment was conducted involving 128 students at a small, private university. Participants in the study were provided with general information on RFID, as well as more specific information on the benefits and intrusiveness of the technology throughout the supply chain. Two personal characteristics, personal innovativeness and propensity to trust, were assessed. Intrusiveness and propensity to trust were found to be predictors of trust in RFID. Trust in RFID was, as hypothesised, a predictor of an individual's intention to purchase RFID-tagged products. The implications for firms planning to use RFID and future research opportunities are discussed.

Suggested Citation

  • Heather E. Sill & Sandra L. Fisher & Michael E. Wasserman, 2008. "Consumer reactions to potential intrusiveness and benefits of RFID," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 7(1), pages 76-97.
    • Handle: RePEc:ids:ijitma:v:7:y:2008:i:1:p:76-97
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    Cited by:

    1. Margulis, Anna & Boeck, Harold & Laroche, Michel, 2020. "Connecting with consumers using ubiquitous technology: A new model to forecast consumer reaction," Journal of Business Research, Elsevier, vol. 121(C), pages 448-460.
    2. Dag Slettemeås, 2009. "RFID—the “Next Step” in Consumer–Product Relations or Orwellian Nightmare? Challenges for Research and Policy," Journal of Consumer Policy, Springer, vol. 32(3), pages 219-244, September.
    3. Anna M. Turri & Ronn J. Smith & Steven W. Kopp, 2017. "Privacy and RFID Technology: A Review of Regulatory Efforts," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(2), pages 329-354, July.
    4. Ádám Novotny & Lóránt Dávid & Hajnalka Csáfor, 2015. "Applying RFID technology in the retail industry – benefits and concerns from the consumer’s perspective," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 615-615, May.
    5. Herbjørn Nysveen & Per Egil Pedersen, 2016. "Consumer adoption of RFID-enabled services. Applying an extended UTAUT model," Information Systems Frontiers, Springer, vol. 18(2), pages 293-314, April.

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