RFID based ubiquitous commerce and consumer trust

Published on May 29, 2007in Industrial Management and Data Systems3.329
· DOI :10.1108/02635570710750381
Sang M. Lee59
Estimated H-index: 59
(College of Business Administration),
Sanghyun Park4
Estimated H-index: 4
(College of Business Administration)
+ 1 AuthorsSeung-Jun Yeon3
Estimated H-index: 3
(Electronics and Telecommunications Research Institute)
Purpose – This paper aims to investigate processes of how RFID‐enabled systems affect consumers' trust and acceptance of u‐commerce, emphasizing a feedback loop where consumers' post‐transaction trust affects their initial trust.Design/methodology/approach – A simulation model using system dynamics (SD) is developed to show the importance of trust issues involving RFID technology, decomposing complex processes of trust building in u‐commerce into a set of feedback loops with a causal‐loop diagram.Findings – The results of simulation runs indicate that well‐established policies, especially for current privacy issues, should be in place to increase consumers' acceptance of u‐commerce.Originality/value – The research provides insights into the development of RFID‐based consumers' trust in u‐commerce, and policies to increase consumers' trust in u‐commerce. The research model was developed and verified using SD.
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