Potentials of RFID: A Conjoint-Based Preference Analysis

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.