||Privacy Concerns and Consumers Ethical Perceptions of RFID
||Privacy Concerns and Consumers Ethical Perceptions of RFID
||Institute of International Management (IIMBA--Master)
||Paul Pfleuger, Jr.
Social Exchange Theory
With the use of RFID expanding from the supply-chain to the retail arena, consumers will be regularly exposed to the technology. Recent reports have suggested that consumers are concerned with the potential for privacy loss as a result of RFID-tagged items in retail stores and there is a need for research that establishes linkages between perception and behavioral constructs and privacy concerns. This paper presents a research framework that can be applied to examine consumer’s ethical perceptions of RFID technology use by way of privacy concerns. Research models are developed that incorporate theoretical constructs such as deterrence theory (perceptions of information assurance policy), self-regulation theory (self-regulation), social exchange theory (reciprocity), and self-construal (interdependent and independent self-construal) and examines the effects they may have on consumer’s ethical perceptions of RFID. Research findings indicate significant results regarding interdependent self-construal and self-regulation and their effects on privacy concerns. Also, reciprocity and perceptions of information policy displayed significant effects on consumers’ ethical perceptions of RFID.
Practitioners, consumers and researchers may enrich their understanding of what may lie behind consumers’ impressions of RFID through this study’s examination of the role of the aforementioned factors to assure that appropriate service and product retail strategy approaches are put forth.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives 6
CHAPTER TWO 7
2.1 Perceptions of Information Assurance Policy 7
2.2 Reciprocity 11
2.3 Planned Behavior 14
2.4 Self-Regulation 15
2.5 Privacy Concerns 18
2.6 Trust 21
2.7 Independent and Interdependent Self-Construal 22
2.8 Consumers’ Ethical Perceptions of RFID 26
2.9 Development of Research Hypotheses 27
2.10 Distinction between Proposed Research Models 32
CHAPTER THREE 33
3.1 Introduction and Scope of Research Design 33
3.2 Proposed Research Model 34
3.3 Questionnaire Design 36
3.4 Questionnaire Construct Measurement Items 38
3.5 Hypotheses to be Tested 44
3.6 Sample Plan 45
3.7 Data Analysis Procedure 46
3.8 Descriptive Statistic Analysis 46
3.9 Factor Analysis and Reliability Tests 47
3.10 Research Limitations 49
CHAPTER FOUR 50
DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 50
4.1 Descriptive Analysis 50
4.1.1 Data Collection 50
4.1.2 Respondent Characteristics 51
4.2 Confirmatory Analysis and SEM Parameters 55
4.3 Confirmatory Factor Analysis for Model One 56
4.4 Confirmatory Factor Analysis for Model Two 59
4.5 Purification and Reliability Analysis 61
CHAPTER FIVE 63
5.1 Full Model One using Structural Equation Modeling 63
5.2 The Full Model Two using Structural Equation Modeling 65
5.3 Full Model of Structural Equation Model and Gender 68
5.4 Relationship Between IT Classes and Privacy Concerns 70
5.5 Comparison of Constructs under Different Levels of Demographic Variables 70
CHAPTER SIX 77
6.1 Research Conclusion 77
6.2 Managerial Implications 79
6.3 Research Limitations 80
6.4 Suggestions for Further Research 81
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