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Customers' Acceptance Of New Service Technologies: The Case Of Rfid

In: Handbook On Business Information Systems

Author

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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)

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 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.

Suggested Citation

  • Alessandra Vecchi & Louis Brennan & Aristeidis Theotokis, 2010. "Customers' Acceptance Of New Service Technologies: The Case Of Rfid," World Scientific Book Chapters, in: Angappa Gunasekaran & Maqsood Sandhu (ed.), Handbook On Business Information Systems, chapter 18, pages 431-455, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812836069_0018
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