CUSTOMERS' ACCEPTANCE OF NEW SERVICE TECHNOLOGIES: THE CASE OF RFID

Alessandra Vecchi, Louis Brennan and Aristeidis Theotokis
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Alessandra Vecchi: School of Business, Trinity College, College Green, Dublin 2, Ireland
Louis Brennan: School of Business, Trinity College, College Green, Dublin 2, Ireland
Aristeidis Theotokis: Department of Management Science and Technology, Athens University of Economics and Business (AUEB), Patision Street, Athens, Greece

Chapter 18 in Handbook on Business Information Systems, 2010, pp 431-455 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractCultural 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 research 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: Information Systems; Systemization; Business Process Development; Health Care; Industrial Management; Data Management; Semantic Web Services; Knowledge Management; Risk Management (search for similar items in EconPapers)
Date: 2010
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