Customers' Acceptance of New Service Technologies: The Case of RFID

HANDBOOK ON BUSINESS INFORMATION SYSTEMS, Angappa Gunasekaran & Maqsood Sandhu, eds., World Scientific, 2010

Posted: 1 Jun 2010

See all articles by Alessandra Vecchi

Alessandra Vecchi

Trinity College Dublin, School of Busines; Dublin City University Business School; Graduate Business School, Griffith College Dublin

Louis Brennan

Trinity College - Trinity Business School - Institute for International Integration Studies (IIIS)

Aristeidis Theotokis

Leeds University Business School; Athens University of Economics and Business, Department of Management Science and Technology

Date Written: April 27, 2010

Abstract

Cultural variations across countries are considered a major factor affecting customers' readiness to adopt, use, and evaluate technology. Relevant contributions from marketing studies, computer science, and international business are integrated into the literature of cross-cultural management and technology acceptance, and a conceptual model is developed. Drawing on a broader researcher project on radio frequency identification (RFID) aimed at supporting intelligent business networking and innovative customer services, the development of the framework is informed by the authors' work in the preparation of an RFID-based application at several established grocery retailers for short-life products in Ireland and in Greece. From the findings of our exploratory study, it emerges that low uncertainty avoidance, low institutional collectivism, high in-group collectivism, high gender egalitarianism, and low humane orientation are conducive to greater customers' acceptance of new service technologies. Managerial implications and directions for future research are discussed.

Keywords: Consumer's Acceptance, GLOBE, Culture, RFID

Suggested Citation

Vecchi, Alessandra and Brennan, Louis and Theotokis, Aristeidis, Customers' Acceptance of New Service Technologies: The Case of RFID (April 27, 2010). HANDBOOK ON BUSINESS INFORMATION SYSTEMS, Angappa Gunasekaran & Maqsood Sandhu, eds., World Scientific, 2010. Available at SSRN: https://ssrn.com/abstract=1616457

Alessandra Vecchi (Contact Author)

Trinity College Dublin, School of Busines ( email )

The Sutherland Centre, Level 6, Arts Building
Trinity College
Dublin 2
Ireland

Dublin City University Business School ( email )

Dublin
Ireland

Graduate Business School, Griffith College Dublin ( email )

South Circular Road,
Dublin, 8
Ireland

Louis Brennan

Trinity College - Trinity Business School - Institute for International Integration Studies (IIIS) ( email )

Trinity Business School
Trinity College
Dublin 2
Ireland

Aristeidis Theotokis

Leeds University Business School ( email )

Leeds LS2 9JT
United Kingdom

Athens University of Economics and Business, Department of Management Science and Technology ( email )

76 Patission Street
Athens, 104 34
Greece

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