Title: Consumers' ethical perceptions of RFID in retail

Authors: Paul R. Pfleuger Jr., Jeng-Chung Victor Chen, William H. Ross

Addresses: Institute of International Management, National Cheng Kung University, 1 University Road, Tainan City 70101, Taiwan. ' Institute of International Management, National Cheng Kung University, 1 University Road, Tainan City 70101, Taiwan. ' Department of Management, University of Wisconsin – La Crosse, Wimberly Hall, Room 418-D, 1725 State Street, La Crosse, WI 54601, USA

Abstract: Many consumers regularly experience RFID technology. Yet some consumer groups are concerned with the potential for privacy loss as a result of RFID tags on purchased items. The present study investigates linkages between normative ethical perceptions of RFID technology and a cognitive framework incorporating: (a) beliefs regarding organisations| information assurance policies, (b) social exchange theory (reciprocity), and (c) concepts from the theory of planned-behaviour (perceived behavioural control, attitudes toward RFID, and subjective norms). This framework was tested using structural equation modelling on a sample of consumers (N = 222) in Taiwan. Empirically, reciprocity and perceptions of information policy had positive effects on consumers| ethical perceptions of RFID as did attitudes toward RFID. Implications for researchers, managers, and consumers are discussed.

Keywords: RFID; radio frequency identification; ethics; consumer behaviour; social exchange theory; theory of planned behaviour; information assurance policies; retailers; retailing; consumer perceptions; ethical perceptions; privacy loss; privacy protection.

DOI: 10.1504/IJRFITA.2011.039787

International Journal of Radio Frequency Identification Technology and Applications, 2011 Vol.3 No.1/2, pp.124 - 140

Available online: 19 Apr 2011 *

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