The Impact of Retailers'' Adopting RFID on Customers'' Trust

• Main Authors: Chih-Kan Fan, 范智敢
• Other Authors: Hsiao-Ping Yeh
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/49947391262946854232

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.