Experimental approaches to NFC-enabled packaging for UX / CX of physical artefacts: A technology maturity study

TY - GEN

T1 - Experimental approaches to NFC-enabled packaging for UX / CX of physical artefacts

T2 - CENTERIS 2022 - International Conference on ENTERprise Information Systems

AU - Karpavice, Justina

AU - Abdel Hafith, Iusef

AU - Tambo, Torben

AU - Chinello, Francesco

AU - Venytė, Ingrida

AU - Gegeckienė, Laura

PY - 2023

Y1 - 2023

N2 - Product’s packaging with integrated electronic intelligence turns into a visual, tactile and digital encounter with consumers influencing their shopping experience and purchase behavior. The Near Field Communication (NFC) tag attached to the packaging can transform everyday objects into a direct communication channel. However, the NFC technology is still not widely accepted by the industry, thus it is necessary to analyze the influential factors related to consumer behavior, changing needs, and acceptance. As a result, this study carries out the user experiment, where a product’s packaging with NFC capabilities is built and tested with selected participants to track user engagement with the smart interactive packaging. The main aim of this study is to examine the peculiarities of the user interaction with NFC-enabled packaging to find out consumer perception and technology acceptance of NFC to retrieve more comprehensive insights regarding barriers to the successful NFC application to a product’s packaging. The participants were asked to interact with a set of three NFC-enabled cardboard packages with attached NFC stickers, and afterwards each participant evaluated their experience via survey designed based on Technology Acceptance Model (TAM). According to the results, all three proposed research hypotheses were tested and confirmed to some extent. This study provides a thorough elaboration regarding the technology- and consumer-related barriers that might prevent the successful acceptance of NFC technology applied to the packaging. This research contributes to a better understanding of how different variables have an impact on consumers’ perception and technology acceptance of NFC. All business management practitioners, marketers and designers could employ the results of this research as a way to improve the adoption process of the NFC technology in the packaging industry.

AB - Product’s packaging with integrated electronic intelligence turns into a visual, tactile and digital encounter with consumers influencing their shopping experience and purchase behavior. The Near Field Communication (NFC) tag attached to the packaging can transform everyday objects into a direct communication channel. However, the NFC technology is still not widely accepted by the industry, thus it is necessary to analyze the influential factors related to consumer behavior, changing needs, and acceptance. As a result, this study carries out the user experiment, where a product’s packaging with NFC capabilities is built and tested with selected participants to track user engagement with the smart interactive packaging. The main aim of this study is to examine the peculiarities of the user interaction with NFC-enabled packaging to find out consumer perception and technology acceptance of NFC to retrieve more comprehensive insights regarding barriers to the successful NFC application to a product’s packaging. The participants were asked to interact with a set of three NFC-enabled cardboard packages with attached NFC stickers, and afterwards each participant evaluated their experience via survey designed based on Technology Acceptance Model (TAM). According to the results, all three proposed research hypotheses were tested and confirmed to some extent. This study provides a thorough elaboration regarding the technology- and consumer-related barriers that might prevent the successful acceptance of NFC technology applied to the packaging. This research contributes to a better understanding of how different variables have an impact on consumers’ perception and technology acceptance of NFC. All business management practitioners, marketers and designers could employ the results of this research as a way to improve the adoption process of the NFC technology in the packaging industry.

KW - Near field communication

KW - Smart interactive packaging

KW - technology acceptance model

KW - user experiment

UR - http://www.scopus.com/inward/record.url?scp=85164260549&partnerID=8YFLogxK

U2 - 10.1016/j.procs.2023.01.326

DO - 10.1016/j.procs.2023.01.326

M3 - Conference article

SN - 1877-0509

VL - 219

SP - 1

EP - 9

JO - Procedia Computer Science

JF - Procedia Computer Science

Y2 - 9 November 2022 through 11 November 2022

ER -