An Analysis of the Diffusion of RFID in the UK Logistics Sector Using a Technology-Acceptance Perspective

In this chapter, the authors explore the factors affecting the UK logistics service providers' intention to use RFID technology from the theoretical perspective of a Technology-Acceptance Model (TAM). The survey data analysis shows that perceived usability of RFID has a significant relationship with the levels of adoption of the technology, but perceived privacy issues and perceived security issues do not have such a significant relationship. Using further moderation analysis, the authors find that the relationship between usability and adoption becomes stronger if there is a high level of support for RFID projects within an organisation. The study points to the need to improve the appreciation and support in an organisation for RFID projects. For example, top management should be well informed so as to provide good support, while employees should be motivated to back the use of RFID in their operations. An appropriate level of the required infrastructure will also help increase the usability and hence the adoption of RFID in UK logistics

Brand consciousness and brand loyalty: A study on foreign brand beauty and skin care products

It is often argued that consumers become loyal to a particular brand based on their perception of the brand itself. This study investigates the relationship between brand consciousness and three key variables: perceived quality, emotional value, and brand involvement. It also examines the influence of these three variables on students' brand loyalty to foreign-brand beauty and skin care products. A total of 318 female students from a public university in Malaysia participated in the survey. Using multiple regression analysis, the study found that brand consciousness is positively related to perceived quality and emotional value, but not brand involvement. Perceived quality and emotional value positively influence loyalty toward foreign beauty and skin care products, while brand involvement negatively influences brand loyalty