Customers'' acceptance of RFID in The Retail Stores－An Exploratory Study

• Main Authors: Lin-Fen Chuang, 莊琳芬
• Other Authors: Hsiao-ping Yeh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/89074034913695624208

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === After the employment of Wal-Mart and the US Department of Defense, the Radio Frequency Identification (RFID) technology becomes one of the top 10 important ITs in the 21st century. However, RFID opens a Pandora’s Box of information privacy and security issues. When retailers obtain benefits after employing RFID for the inventory management, they are interesting to apply it on the item-level products at the retail stores. Such employment by collecting customer and detailed shopping data believes to promote services especially customized services. However collecting customers’ data unknowingly by RFID system may cause an important hazard—exposing personal privacy and risk. Convenience or hazard? This research attempts to use a laboratory with the item-level RFID retail settings to investigate the customers’ acceptance of RFID in retail stores. The findings of the study are:(1) While the retailers collecting customers data at the retail stores with RFID application, the customers would expect the retailers providing better customized services.(2) Consumers with a more RFID related experiences would be more willing to provide their retailing data than the ones with a more Internet experiences. (3) Consumers with a higher RFID knowledge would be willing to provide less their retailing data than the ones with a more Internet experiences.(4) Consumers with more smart cards and Internet community sharing experiences and also satisfied such experiences could accept the RFID application on retail stores the most.(5) Consumers with a higher RFID knowledge would not significantly accept RFID application on retail stores. (6) When retailers put customers’ personal data in risk, customers would take conservative attitude to accept RFID application on retail stores. (7) Consumers, with a more RFID related experiences and satisfaction for the usage, could more accept their personal data being in a risky circumstance when retailers apply RFID system on their stores and protect their customers data by encryption.