Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks
This research explores how perceived consumer benefits affect the perceived privacy risks from implementation of Radio Frequency Identification (RFID) tags at an item-level in the Fast Moving Consumer Goods (FMCG) industry. Two new categories measure the benefits and risks: in-store and after-sales....
| Main Authors: | , |
|---|---|
| Format: | Journal Article |
| Published: |
2017
|
| Online Access: | http://hdl.handle.net/20.500.11937/53468 |
| _version_ | 1848759151523528704 |
|---|---|
| author | Kukard, W. Wood, Lincoln |
| author_facet | Kukard, W. Wood, Lincoln |
| author_sort | Kukard, W. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This research explores how perceived consumer benefits affect the perceived privacy risks from implementation of Radio Frequency Identification (RFID) tags at an item-level in the Fast Moving Consumer Goods (FMCG) industry. Two new categories measure the benefits and risks: in-store and after-sales. These specific categories allow the respondents' willingness to accept RFID to be evaluated using a quantitative survey focused on the primary household grocery purchasers within the USA. The results suggest differences in perceptions of the in-store and after-sales risks and benefits of RFID use. While consumers are aware of privacy risks while using RFID technology, they would be willing to use the technology if sufficient benefits are available. This research moves the discussion away from a focus on consumer privacy issues to a balanced privacy/benefits approach for consumers and how that might affect their technology acceptance, suggesting that careful management of consumer benefits might allow FMCG firms to introduce RFID technology to support their global supply chains. |
| first_indexed | 2025-11-14T09:55:19Z |
| format | Journal Article |
| id | curtin-20.500.11937-53468 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:55:19Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-534682018-04-04T06:45:41Z Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks Kukard, W. Wood, Lincoln This research explores how perceived consumer benefits affect the perceived privacy risks from implementation of Radio Frequency Identification (RFID) tags at an item-level in the Fast Moving Consumer Goods (FMCG) industry. Two new categories measure the benefits and risks: in-store and after-sales. These specific categories allow the respondents' willingness to accept RFID to be evaluated using a quantitative survey focused on the primary household grocery purchasers within the USA. The results suggest differences in perceptions of the in-store and after-sales risks and benefits of RFID use. While consumers are aware of privacy risks while using RFID technology, they would be willing to use the technology if sufficient benefits are available. This research moves the discussion away from a focus on consumer privacy issues to a balanced privacy/benefits approach for consumers and how that might affect their technology acceptance, suggesting that careful management of consumer benefits might allow FMCG firms to introduce RFID technology to support their global supply chains. 2017 Journal Article http://hdl.handle.net/20.500.11937/53468 10.4018/JGIM.2017010102 fulltext |
| spellingShingle | Kukard, W. Wood, Lincoln Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks |
| title | Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks |
| title_full | Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks |
| title_fullStr | Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks |
| title_full_unstemmed | Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks |
| title_short | Consumers' perceptions of item-level RFID Use in FMCG: A balanced perspective of benefits and risks |
| title_sort | consumers' perceptions of item-level rfid use in fmcg: a balanced perspective of benefits and risks |
| url | http://hdl.handle.net/20.500.11937/53468 |