REXPIRE

RFID EXPERIENCE AND PRIVACY IN THE RETAIL ENVIRONMENT. INDICATIONS FOR IN-STORE CONSUMER RESEARCH

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 Obiettivo del progetto (Objective)

'This two years research project adopts an interdisciplinary approach by merging social-psychology research with computer technologies developments in the built environment to reach three main goals: 1) understanding the impact of social-psychological factors on issues of ‘privacy concerns’ for ubiquitous technologies within the context of consumption; 2) exploring how the adoption of ubiquitous technologies (such as RFID-enabled services) affects consumers’ perception of the in-store environment and influences consumer experience; 3) the test of mobile devices for in-store consumer research. The first two research goals draw on emerging questions in the ICTs and consumer psychology literatures whereas with the third one indications for a business application of technology are sought. The first research objective is pursued by means of two studies: 1) qualitative in-store interviews to verify consumers’ needs for privacy in different behavioural contexts of RFID-enabled information services. Data will explain the relations between consumers’ profiles, goal orientations, products, information provided by technology, and privacy needs. 2) an experimental study on the impact of perceived control/empowerment on privacy concerns and trust as dependent variables. The second research goal is pursued by examining consumers’ narratives of their experience in the shopping context. Phenomenic Qualitative Interviews are conducted after consumers use of RFID-enabled services within the in-store space. A novel approach to qualitative interviewing for the study of experience is attempted by prompting consumers introspection and self-reports via mobile devices. Data analyses account for age differences in order to identify special key issues for the elderly segment and formulate possible guidelines. Finally, data from the above studies are merged with usability testing to develop a new device for in-store consumer research.'

Introduzione (Teaser)

Designers of software and hardware strive to make technology intuitive and useful. Yet, many tools are not embraced by all of the population.

Descrizione progetto (Article)

Radio frequency identification (RFID) tags are intelligent bar codes that can talk to a networked system. In a retail environment, the tags gather information about services and advertising. The project 'RFID experience and privacy in the retail environment. Indications for in-store consumer research' (REXPIRE) used social-psychological research in the context of computer technologies in a built-in environment. Examples are the use of RFID and grocery store scanning equipment. The study's purpose was to increase understanding of why some consumers used the retail technologies and others did not.

There were three parts to the project. The first reviewed the privacy concerns surrounding RFID services from a social-psychological point of view. The second part included studying retail technologies like self-scanners. The United Kingdom retailer Sainsbury provided a platform for gathering data. Interviews were conducted on attitudes, concerns and perceptions about the device. The third part of the project developed a new application for measuring consumer experience.

Data confirmed that adopting technology is empowering. This empowerment effect is tempered by risk awareness, personal experience and familiarity with the technology. If the consumer felt that they were in control of the technology then the technology was deemed good.

Younger consumers showed a stronger emotional involvement with the technology while older consumers were less emotionally involved. The younger consumer was happier with the technology and the shopping experience. The older consumer was less likely to use the technology due to not knowing how to use it, claiming privacy concerns.

This EU-funded collaboration resulted in a mobile application. The resulting application advances understanding of in-store research methodologies and social science uses in large data systems. Retailers, developers, consumers and all types of professionals can make use of the resulting data.