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 crosscultural 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.
Customers’ acceptance of new service technologies: The case of RFID
VECCHI A;
2009
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 crosscultural 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.I documenti in SFERA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
