Merchandising/Marketing/Retailing: Management

Consumer Response to the Radio Frequency Identification (RFID) Technology-based Self-service Beauty Specialty Store: Moderating Effects of Consumer Traits

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Abstract

Several beauty retailers are experimenting with the RFID technology (e.g., interactive shelving display, smart table) in the context of a self-service store. The purpose of this study was to investigate the influences of the beliefs on a technology (i.e., perceived usefulness, ease of use, enjoyment, novelty) on attitudes and intentions to the self-service beauty store adopting RFID retail technologies. The moderating effects of consumer traits (hedonic/utilitarian shopping orientation, technology self-efficacy, consumer innovativeness, need for interaction) were also assessed. Data were collected from undergraduates (n= 303) enrolled at a university in the Eastern US. Structural equation modeling results indicated that perceived usefulness had the strongest effect on attitudes to the RFID retail technology, followed by perceived enjoyment and ease of use. Attitudes to the RFID retail technology had a positive impact on intentions to the technology and the store. There were moderating effects of technology self-efficacy, consumer innovativeness, and need for interaction in the relationships of variables delineated in our hypothesized model.

Keywords: Radio frequency identification, retail technology, self-service beauty stores, consumer technology acceptance, consumer traits

How to Cite:

Lee, J. & Park, K., (2022) “Consumer Response to the Radio Frequency Identification (RFID) Technology-based Self-service Beauty Specialty Store: Moderating Effects of Consumer Traits”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13714