Title: Consumer's acceptance of high-tech products: the case of RFID credit cards in Taiwan

Authors: Yu-Qian Zhu; Houn-Gee Chen; Kenneth Hsiche Wang

Addresses: Department of information management, National Taiwan University of Science and Technology, No. 43, Sec. 4, Keelung Rd., Taipei City, 106, Taiwan ' Graduate School of Business Administration, National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei City 106, Taiwan ' Department of Business Administration, Lunghwa University of Science and Technology, No. 300, Sec. 1, Wanshou Rd., Guishan Shiang, Taoyuan County 33306, Taiwan

Abstract: Risk and uncertainty are inherent in the nature of high-tech innovation (Branscomb and Auerswald, 2003). This research sets out to explore the role of perceived risk in the adoption of RFID credit cards and the interaction of perceived risks with other important factors in technology adoption using a model integrating perceived risk, the technology acceptance model, and technology readiness. We have found that perceived risks are directly and negatively related to both perceived usefulness and use intentions; however, most of the influences on use intentions are mediated through perceived usefulness. We also explored the relationship between perceived risk, technology readiness and perceived usefulness. Results show that technology readiness may mitigate risk perception and leads to higher intentions to adopt. Technology readiness can also directly and indirectly influence behaviour intentions. We discuss theoretical and managerial implications for the marketing of high-tech products that embody certain levels of risk.

Keywords: radio frequency identification; RFID credit cards; perceived risk; technology readiness; perceived usefulness; Taiwan; consumer acceptance; high tech products; high technology; high tech innovation; technology acceptance model; TAM; intention to adopt.

DOI: 10.1504/IJTMKT.2014.060089

International Journal of Technology Marketing, 2014 Vol.9 No.2, pp.143 - 162

Received: 08 Feb 2013
Accepted: 05 Jun 2013
Published online: 30 May 2014 *

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