系統識別號 U0026-0812200913571589
論文名稱(中文) Privacy Concerns and Consumers Ethical Perceptions of RFID
論文名稱(英文) Privacy Concerns and Consumers Ethical Perceptions of RFID
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 95
學期 2
出版年 96
研究生(中文) 傅瑞恆
研究生(英文) Paul Pfleuger, Jr.
學號 ra794741
學位類別 碩士
語文別 英文
論文頁數 99頁
口試委員 召集委員-吳萬益
中文關鍵字 none 
英文關鍵字 Self-regulation  Social Exchange Theory  Deterrence Theory  Interdependent Self-construal  RFID  Retailing  Privacy Concerns 
中文摘要 none
英文摘要 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.
1.1 Research Background and Motivation. 1
1.2 Research Objectives 6
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
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
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
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
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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