Digitalisation of product packaging using near-field communication: towards an extended Technology Acceptance Model

Justina Karpavice, Torben Tambo, Ingrida Venytė, Laura Gegeckienė

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

Abstract

The purpose of this research is to approach an integrated understanding of introduction and acceptance of digital elements in consumer packaging. The research design follows three lines of studies: (1) to investigate the important variables impacting the adoption of Near-field Communication (NFC) in product packaging, (2) to propose an applicable technology acceptance model for it, and (3) to identify the most impactful variables for the NFC technology acceptance for packaging applications. This research presents a mixed-method study investigating 25 articles concerning the adoption of interactive technologies for user engagement in retail and other consumer-oriented environments. The study uses the multi-criteria decision analysis (MCDA) approach together with an interval scale to assess the identified variables to select the most impactful ones for NFC technology acceptance for product packaging. The findings include 182 variables that were collected from the 25 studies investigating on the adoption of diverse smart in-store technologies. The proposed model consists of 42 variables grouped into 13 categories. Based on the MCDA, the top 5 most impactful factors for NFC technology acceptance are Perceived Enjoyment, Perceived Privacy and Security, Perceived Quality, Perceived Value and Social Influence. This article sheds light on the factors sought in using NFC technology in product packaging and contributes to the literature of technology acceptance of consumer-oriented interactive technologies by highlighting the most impactful determinants of adoption. The study also makes managerial implications for brand owners, retailers and developers concerning the impact of a wide range of factors when designing NFC – or similar digital - systems to achieve successful consumer interactions.
OriginalsprogEngelsk
TidsskriftInternational Journal of Retail and Distribution Management
ISSN0959-0552
StatusAfsendt - 13 mar. 2023

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