The Impact of Retailers'' Adopting RFID on Customers'' Trust
碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 97 === The technologies of radio frequency identification (RFID) have been developed for decades and widely applied in businesses and personal lives. In supply chain, RFID has brought firms substantially supply chain benefits and efficiency. With its feature of q...
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| Format: | Others |
| Language: | en_US |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/49947391262946854232 |
| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 97 === The technologies of radio frequency identification (RFID) have been developed
for decades and widely applied in businesses and personal lives. In supply chain, RFID
has brought firms substantially supply chain benefits and efficiency. With its feature
of quickly accessing considerable amount of data, it could promote customers‘
convenient shopping environment on one hand and facilitate retailers‘ inventory
management and customer relationship management on the other when it is employed
in item-leveled products at retail shops.
However, the privacy issues arise from RFID‘s undetectablely collecting
customers‘ data. While all benefits can bring to retailers and customers for an itemized
RFID retail store, an important challenge for retailers is to carefully consider their
customers‘ privacy.
This study proposes a theoretical structure for the itemized RFID retail stores to
investigate the customer‘s perceived privacy risk and trust in such RFID application.
The analyzed results show that customers evoke their privacy concern due to that such
RFID setting retail store is a public place as well as both retailer‘s reputation and the
better services that the retailer can promote to customers can diminish their privacy
concern.
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