Theoretical views on the potential shopper response to RFID item tagging

Authors:
Rebecca Angeles
Affiliations:
Faculty of Business Administration, University of New Brunswick Fredericton, P.O. Box 4400, Singer Hall, 7 Macauley Lane, Fredericton, New Brunswick E3B 5A3, Canada
Venue:
International Journal of Business Information Systems
Year:
2009

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Abstract

Radio Frequency Identification (RFID) tagging at the productitem level will be an issue concerning shoppers because of itsunique abilities to curtail privacy. Retailers will be concernedabout how to implement RFID at the product item level. This studyuses 'procedural fairness/justice', 'consumer or expected utilitytheory', and Thaler's 'acquisition-transaction utility theory' toresolve this tagging dilemma. Observance of Canada's PersonalInformation Protection and Electronic Documents Act is consideredthe operationalisation of procedural fairness/justice. Canadianuniversity students and teachers participated as surrogate shoppersin the conduct of the survey method. Logistic regression identifiedthe variables best predicting the purchase decision.