A Study Of RFID Tagged On Commodity Product Affect Customer’s Willingness To Purchase

The research object of this study divided into three types of goods, thefirst one is custodial product (such as blood bags, medicines), the second oneis high-value products (such as television, wine), the third one is commonproducts (such as soaps, shampoos, and snacks). Research methods usedDavis’s Technology acceptance model, applied to the study for research thecustomer’s willing to purchase RFID tagged products. Perceived ease of useand perceived usefulness can predict customers behavior and acceptance onthe RFID tagged products through survey method to collect data frompharmacies and supermarkets total of300samples. Pilot study in thisresearch used30samples to analyze validity with Cronbach’s alpha, theresult is reliable, and to test factors analysis by used KMO and Bartlett’smeasurement, the results show these data are correlativity and data structuresare applicability. RFID technology itself has a powerful performance,consumers can easily use, and then there will be a positive attitude towardsusing RFID. Therefore consumers will use RFID technology. Severalhypotheses proposed in this paper have an empirical validation. From theresult, found RFID tagged custodial products and high value products havepositive influence on willing to purchase. Custodial product is about humanlife, so with RFID will be more secure. High value products with RFID cananti-counterfeit, so consumers can be assured to buy it. But the result of common products is not obvious. So RFID tracking and anti-counterfeit twomain functions help to boost two kinds of product sales.