Predicting RFID adoption: a perceived privacy facets perspective in developing countries

Radio frequency identification (RFID) technology is used in numerous applications and offers a plethora of interesting potential new applications. The capability of RFID technology to automatically and uniquely identify products makes this technology promising as an enabler of innovative consumer services. Nowadays in most organizations, consumer information is accurately maintained. The information is collected at different sections(vendor information, finance, after sales services and ...) Hence, centralizing the consumer information could bring much benefit to organizations. RFID technology is a highlyadvanced technology, known as the greatest information revolution after the Internet. This technology can control the physical flow of information .And by improving the speed, accuracy, precision, efficiency and security of data transfer, RFID proved to play a vital rolein customer relationship management. However, this potential raises issues that require addressing to achieve its widespread acceptance by consumers.The illegal scanning of tags could be considered as a threat. Best followed since using of RFID becomes more widespread, regulatory strategies should be developed to protectconsumer's privacy while obtaining the benefits of the technology. The purpose of this effort is to develop and test a theoretical model that contextualizes the technology acceptance model (TAM) within the context of RFID technology. At this time, itwould be very important to investigate the factors that affect RFID acceptance. The main objective of this paper is to discuss the issues of privacy policies, especially for developingcountries, in context of RFID technology, for wider applicability and adoption by consumers, Governments and industry bodies. The research model proposes that privacy, consumer knowledge, and perceived usefulness are the principal factors influencing the consumers’acceptance of RFID. For this study, many previous studies were referenced and some RFID experts wereinterviewed. In order to analyze some relationships between exogenous variables and two variables in TAM, structural equation modeling (SEM) was developed and SPSS 16.0 wereused for analyses .The results indicate that: 1) Higher Perceived privacy by consumers positively influences on perceived usefulness and intention to use of RFID; 2) Consumer knowledge on RFID positively influences on perceived usefulness of this technology. The results of this study would provide insight to organizations and would ensure a positive acceptance of RFID while acknowledging the privacy rights of consumers

کلیدواژه ها:

RFID ، Consumer acceptance ، Privacy ، Illegal tracking ، technology acceptancemodel (TAM)