| Summary: | 碩士 === 清雲科技大學 === 企業管理系暨經營管理研究所 === 97 === The current research was intended to study consumers’ attitudes towards RFID privacy issues. One of the objectives was to test the theory of reasoned action (Feihbein and Anjze, 1978 ) based on consumers’ perception towards RFID embedded products. Since it was a quantitative study, a pilot test of the questionnaire was conducted using college students. Results indicated that very few respondents were familiar with the term of “RFID.” As a result, it was decided that 1) the sample should be drawn from college students. In this case, a sample of university college students of a private university in the northern part of Taiwan, who were employed during the day time and were students in the evening was gathered; and 2) during a class time when students were asked to respond to the questionnaire, a video showing what RFID was about was carried out.
Instead of showing issues related to RFID privacy, a video emphasizing issues concerning the convenience of RFID was shown instead to a class of students by mistake. To be consistent, the same video was shown to all other classes of university college students, who were part of the sample as well.
Major findings of the study based on 426 useful returns included the following：1.When and if consumers were aware of their personal consumption data were being collected by companies via RFID, respondents were more concerned about the security of a company’s database and the protection of their privacy; 2.There was a high correlation between the security of a company’s database and its right to use consumers’ personal data as well as consumers right to protect their own privacy data gathered via RFID; 3.Having viewed the video, respondents’ before and after purchasing intentions of RFID-based products were consistent with the theory of reasoned action, though in a different direction.
|
|---|
