Perceived usefulness of RFID-enabled information services – a systematic approach [article]

Sarah Spiekermann, Matthias Rothensee, Hanna Krasnova, Henner Gimpel, Christof Weinhardt, Andreas Oberweis, Agnes Koschmider, Victor Pankratius, Björn Schnizler
Even though RFID technology is currently gaining importance mainly in logistics, usage areas, such as shopping or after-sales enhancements beyond the supply chain are envisioned. Yet, while RFID hits the street it is questioned if it may undermine one's privacy while providing few customer benefits. Meeting this criticism this paper investigates RFlD-enabled information services and the drivers of their usefulness for consumers. The article claims that the more risk one associates with a
more » ... iates with a product the more benefit from RFlD-enabled information services is perceived. We show empirically that the nature of product risk provides a useful framework to decide on the types of RFID information services a marketer should offer to create RFID usefulness perceptions and increase technology acceptance. 1 Introduction RFID (Radio Frequency ldentification) is becoming an important factor in logistic chains. Wireless object-to-object identification without a line of sight, which promotes increased transparency in supply chains, is often mentioned as its main benefit. However, the uses of RFID are not only limited to industrial applications. In fact, industry would be happy to see RFID chips go beyond the supply chain and create additional end-user markets. Slowly, retail leaders and brands are making first moves in this direction. METRO Group, for example, has opened an I authors in alphabetic order 55 source: | downloaded: 22.2.2020
doi:10.7892/boris.47475 fatcat:npgacquruzg47pneplz5xr6n7i