Consumers' ethical perceptions of RFID in retail
Source: International Journal of Radio Frequency Identification Technology and Applicat, Volume 3, Numbers 1-2, April 2011 , pp. 124-140(17)
Publisher: Inderscience Publishers
Abstract:Many consumers regularly experience RFID technology. Yet some consumer groups are concerned with the potential for privacy loss as a result of RFID tags on purchased items. The present study investigates linkages between normative ethical perceptions of RFID technology and a cognitive framework incorporating: (a) beliefs regarding organisations' information assurance policies, (b) social exchange theory (reciprocity), and (c) concepts from the theory of planned‐behaviour (perceived behavioural control, attitudes toward RFID, and subjective norms). This framework was tested using structural equation modelling on a sample of consumers (N = 222) in Taiwan. Empirically, reciprocity and perceptions of information policy had positive effects on consumers' ethical perceptions of RFID as did attitudes toward RFID. Implications for researchers, managers, and consumers are discussed.
Document Type: Research Article
Affiliations: 1: Institute of International Management, National Cheng Kung University, 1 University Road, Tainan City 70101, Taiwan. 2: Department of Management, University of Wisconsin – La Crosse, Wimberly Hall, Room 418-D, 1725 State Street, La Crosse, WI 54601, USA
Publication date: April 1, 2011