부산대학교 도서관

The Radio Frequency IDentification (RFID), once used widely, is expected to provide improved convenience in our everyday life. Crude observations of RFID consumption show that there is a wide variation in the adoption of this technology across different individuals. One plausible explanation is that consumers with challenging mind who seek for new technologies and have a good grasp of the new RFID technology should have higher propensity to use the technology. A better understanding of such acceptance pattern of RFID is of high importance in establishing technology providers’ marketing strategies. This study is aimed to explain differences in the level of RFID acceptance focusing on cognitive styles of potential RFID users. By presenting potential RFID users’ discriminative propensity toward RFID technology, this study hopes to provide guidelines for the design of service strategies that facilitate consumers’ acceptance of RFID.