|Title||Factors affecting individual and organizational RFID technology adoption in the hospitality industry|
Scope and Method of Study. This study consists of two parts. The first part of the study aimed to identify the factors affecting customers attitude towards RFID technology adoption in the hospitality industry. In addition, the relationship between customers attitude towards RFID technology adoption and their intention to adopt RFID technology was also analyzed. The purpose of the second part of the study was to determine the factors affecting hospitality operators attitude towards RFID technology adoption. In addition, the relationship between hospitality operators attitude towards RFID technology adoption and their intention to adopt RFID technology was also analyzed. The data for individual RFID adoption were collected from a database of 1.5 million frequent travels purchased by Oklahoma State University the Center for Hospitality and Tourism Research CHTR). An email invitation was mailed out to the potential respondents and they were directed to web survey. Simple random sampling method was used to select sample from the target population. The data for organizational RFID adoption were collected using the subscription list of Hospitality Financial and Technology Professionals HFTP). An email invitation was mailed out to the entire population of the subscribers and they were directed to web survey. Findings and Conclusions. Compared to original TAM model, the model developed in this study suggested that in addition to perceived ease of use and perceived usefulness, other factors such as perceived risk, and perceived credibility contribute to the customers intention to adopt RFID technologies. The findings of the individual RFID adoption part of the study provide useful information about how customers perceive RFID technologies and what are the factors affecting their attitudes towards RFID technology adoption. The findings of the organizational RFID adoption part of the study had significant implications for technology companies and hospitality consultants as they attempt to identify potential RFID technology adopters. The findings of this part of the study will help technology companies and consultants to develop better marketing strategies and to gain competitive advantage.
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