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Potentials Of Rfid - A Conjoint Based Preference Analysis Regarding Buying Groups

Potentials of RFID:
A Conjoint-Based Preference Analysis Regarding Buying Groups

by

Christoph Schröder
Bernhard Swoboda
Frank Hälsig
Trier University, Germany
Universitaetsring 15, D-54286 Trier
T: +49 651 201 2647
e-mail:b.swoboda@uni-trier.de (corresponding author)

Keywords: Buying Groups, RFID, Technology, Adoption, Conjoint Analysis

Track: Innovation in retailing


Potentials of RFID:
A Conjoint-Based Preference Analysis Regarding Buying Groups

ABSTRACT
Radio Frequency Identification (RFID) has not yet been analyzed in buying groups. In general, the preferences for RFID systems as well as the willingness to adopt them in retailing firms has not been investigated. These issues are examined in a first study by combining the "Theory of Reasoned Action" and the "Technology Acceptance Model" to obtain a specific theoretical framework and using conjoint measurement in order to measure trade-off decisions based on a relatively small sample. Considerable willingness to adopt, but low diffusion and a structure of preferences with respect to RFID features is shown throughout buying groups. Furthermore, differences are shown between buying groups in their preferences for RFID system features and clusters with different preferences regarding RFID systems are implied.

INTRODUCTION
In today's competitive retailing environment, promptitude, reliability and flexibility play a decisive role in achieving economic success. In order to manage the flow of information effectively and efficiently, computer-assisted systems are used to handle these challenges and the resulting demand for information (Flyzik, 2006). In business processes, the predominant form of exchanging information is still the means triggered by individuals. Thus, the results are mostly delayed, partly faulty, and contain incomplete assignment of information. This means that the operations scheduling database used has greater financial improvement potential improvement potential or...