Intelligent sensor-based services success: the role of consumer characteristics and information

Abstract

Purpose

The aim of this paper is to investigate the role of consumer characteristics and information in explaining their shopping intention regarding intelligent sensor-based services.

Design/methodology/approach

This study uses scenario-based experiments with the US consumers, in the context of retailers offering radio frequency identification (RFID)-based services. A post-hoc focus group interview was conducted to gain indepth insights into the study findings.

Findings

Consumers' optimistic attitude toward innovative technologies was highly influential to their shopping intention regardless of the information message valence. The role of discomfort toward innovative technologies is mixed. Contrary to the prediction, when consumers received negative information about RFID-based services, their prior knowledge of innovative technologies increased their shopping intention. Sub-dimensions of privacy concerns had differential impacts depending on the information content. Also, the negativity effect of information about RFID-based services was supported.

Research limitations/implications

The results showed the important role of consumer characteristics and information together, in regard to consumers' intention to shop. The specific context, RFID-based services, has been rarely studied with consumer perspectives despite the prediction of increasing item-level adoption by retailers.

Practical implications

Companies should understand their target consumers particularly regarding optimistic attitude toward and knowledge of innovative technology for improved consumers' reactions to intelligent sensor-based services like RFID.

Originality/value

As one of the few empirical studies on intelligent sensor-based services, this study provides important insights into the roles of consumer traits and communication about intelligent sensor-based services with consumers, in order for companies to fully harness innovative service offerings.

Citation

Hwang, J. and Good, L. (2014), "Intelligent sensor-based services success: the role of consumer characteristics and information", European Journal of Marketing, Vol. 48 No. 3/4, pp. 406-431. https://doi.org/10.1108/EJM-11-2011-0689