FACTORS AFFECTING INDIVIDUAL AND ORGANIZATIONAL RFID TECHNOLOGY ADOPTION IN ...

187 Pages·2010·1.31 MB·English

FACTORS AFFECTING INDIVIDUAL AND
ORGANIZATIONAL RFID TECHNOLOGY ADOPTION
IN THE HOSPITALITY INDUSTRY

By
AHMET BULENT OZTURK
Bachelor of Science in Tourism and Hotel Management
Anadolu University
Eskisehir, Turkey
2002

Master of Science in Tourism and Hotel Management
Mersin University
Mersin, Turkey
2004

Submitted to the Faculty of the
Graduate College of the
Oklahoma State University
in partial fulfillment of
the requirements for
the Degree of
DOCTOR OF PHILOSOPHY
December, 2010
FACTORS AFFECTING INDIVIDUAL AND
ORGANIZATIONAL RFID TECHNOLOGY ADOPTION
IN THE HOSPITALITY INDUSTRY

Dissertation Approved:

Dr. Murat Hancer
Dissertation Adviser
Dr. Bill Ryan

Dr. Jerrold Leong

Dr. Janice Miller

Dr. Mark E. Payton
Dean of the Graduate College
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ACKNOWLEDGMENTS

This dissertation was completed with the support of many people. First of all, I would
like to thank my former dissertation advisor, Dr. Radesh Palakurthi for his support,
guidance, and encouragement throughout this research. I would also like to thank my
dissertation chair, Dr. Murat Hancer for his assistance and recommendations. Without his
guidance this dissertation would not be at the stage it is in now.
Secondly, I would like to express my gratitude to dissertation committee members Dr.
Bill Ryan, Dr. Jerrold Leong and Dr. Janice Miller for their insightful feedback that
helped me improve the quality of my research.
Finally, I would like to thank my parents Mr. Halil Ozturk and Mrs. Cennet Ozturk who
always trusted, supported and encouraged me to finish my study. With all my love, my
special thanks go to my wife Mrs. Suja Chaulagain Ozturk for her unconditional love and
understanding. Without her patience, unconditional support and love this would not have
been possible.

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DEDICATION

This dissertation is dedicated
with love to my wife.

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TABLE OF CONTENTS

Chapter Page

I. INTRODUCTION ......................................................................................................1

Problem Statement ...................................................................................................4
Purpose of the Study ................................................................................................5
Research Questions ..................................................................................................6
Significance of the Study .........................................................................................8
Scope of the Study ...................................................................................................9
Definition of Concepts ...........................................................................................10

II. REVIEW OF LITERATURE..................................................................................12

Research on Diffusion of New Technologies ........................................................12
Theories on Individual Adoption ..........................................................................12
Innovation Diffusion Theory ..........................................................................14
Theory of Reasoned Action .............................................................................15
Technology Acceptance Model ......................................................................17
Theories on Organizational Adoption ...................................................................19
Diffusion Innovation Theory ..........................................................................21
Tri-Core-Model ................................................................................................23
Technology-Organization-Environmental Framework ....................................25
Radio Frequency Identification ..............................................................................27
Benefits and Applications of RFID........................................................................30
RFID Technologies in the Hospitality Industry .....................................................31

III. THEORETICAL FRAMEWORKS AND RESEARCH MODELS ......................36

Factors Affecting Individual RFID Adoption in the Hospitality Industry .............39
Perceived Ease of Use and Perceived Usefulness............................................39
Perceived Self-Efficacy ...................................................................................41
Perceived Credibility .......................................................................................42
Perceived Risk .................................................................................................43
Factors Affecting Organizational RFID Adoption in the Hospitality Industry .....45
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Chapter Page

Technological Context ...........................................................................................45
Relative Advantage ..........................................................................................45
Compatibility ...................................................................................................47
Complexity .......................................................................................................48
Cost ..................................................................................................................49
Organizational Context ..........................................................................................50
Top Management Support................................................................................50
Organizational Readiness.................................................................................51
Knowledge about RFID ...................................................................................52
Environmental Context ..........................................................................................53
Stakeholder Pressure ........................................................................................54
Information Intensity .......................................................................................55
Attitude towards Adoption and Intention to Adopt ...............................................56

IV. RESEARCH METHODOLOGY. .........................................................................58

Research Design.....................................................................................................58
Research Questions ................................................................................................60
Instrumentation ......................................................................................................62
Research Hypotheses, RFID Adoption Measures and Data Collection .................65
Individual RFID Adoption ...............................................................................67
Organizational RFID Adoption........................................................................73
Attitude towards Adoption and Intention to Adopt .........................................82
Population, Sampling and Data Collection ............................................................84
Summary ................................................................................................................86

V. RESULTS. ..............................................................................................................87

Individual RFID Adoption .....................................................................................87
Organizational RFID Adoption..............................................................................99
Attitude towards Adoption and Intention to Adopt .............................................115

VI. DISCUSSION AND CONCLUSIONS ...............................................................118

Discussion of Empirical Findings ..............................................................................118
Individual RFID Adoption .............................................................................118
Organizational RFID Adoption......................................................................121
Attitude towards Adoption and Intention to Adopt .......................................126
Implications for Practice ............................................................................................126
Individual RFID Adoption .............................................................................126
Organizational RFID Adoption......................................................................128
Limitations .................................................................................................................133
Future Research .........................................................................................................134
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REFERENCES ..........................................................................................................136

APPENDICES ...........................................................................................................154
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LIST OF TABLES

Table Page

Table 1 Theories of Technology Adoption Research ..................................................13

Table 2 Previous Studies Used Tornatzky & Fleischer’s, (1990) TOE Framework ...28

Table 3 Factors Affecting Organizational RFID Adoption .........................................39

Table 4 Operational Definition of Perceived Ease of Use and Attitude towards
RFID Technology ........................................................................................................68

Table 5 Operational Definition of Perceived Usefulness ............................................69

Table 6 Operational Definition of Perceived Self-Efficacy .........................................70

Table 7 Operational Definition of Perceived Credibility .............................................71

Table 8 Operational Definition of Perceived Risk .......................................................72

Table 9 Operational Definitions of Rel. Advantage and Attitude towards
RFID Adoption ............................................................................................................73

Table 10 Operational Definition of Compatibility .......................................................74

Table 11 Operational Definition of Compatibility .......................................................75

Table 12 Operational Definition of Cost .....................................................................76

Table 13 Operational Definition of Top Management Support ...................................77

Table 14 Operational Definition of Organizational Readiness ....................................78

Table 15 Operational Definition of Knowledge about RFID .....................................79

Table 16 Operational Definition of Stakeholder Pressure ...........................................80

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Table Page

Table 17 Operational Definition of Information Intensity ...........................................82

Table 18 Operational Definition of Customers' Intention to Adopt RFID
technology ....................................................................................................................83

Table 19 Operational Definition of Hospitality Operators' Intention to Adopt ...........84

Table 20 Respondents’ Demographic Characteristics .................................................88

Table 21 Respondents’ Familiarity with RFID Technology........................................89

Table 22 Descriptive Analysis Results for Individual Measurement Items form
Cashless Payment System ............................................................................................90

Table 23 Descriptive Analysis Results for Individual Measurement Items for
Building Intelligence System .......................................................................................91

Table 24 Descriptive Analysis Results for Individual Measurement Items for
RFID Meeting Technology ..........................................................................................92

Table 25: Results of VARIMAX Rotated Component Analysis Factor Matrix ..........94

Table 26 Summary of Cronbach’s Alpha for Individual Measurement Scales ...........95

Table 27 Regression Analysis for Factors Affecting Customers’ Attitude towards
RFID Technology ........................................................................................................97

Table 28 Respondents Demographic and Professional Characteristics .....................100

Table 29 Organization Profile and Familiarity with RFID Technology ....................101

Table 30 Descriptive Analysis Results for Individual Measurement Items for
Cashless Payment System ..........................................................................................103

Table 31 Descriptive Analysis Results for Individual Measurement Items for
Building Intelligence Systems ...................................................................................104

Table 32 Descriptive Analysis Results for Individual Measurement Items for
RFID Meting Technology ..........................................................................................105

Table 33 Results of Factor Analysis for Technological Context ...............................106

Table 34 Results of Factor Analysis for Organizational Context ..............................107

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Table 35 Results of Factor Analysis for Environmental Context ..............................108

Table 36 Summary of Cronbach’s Alpha for Organizational Measurement
Scales .........................................................................................................................109

Table 37 Regression Analysis for Technological Factors Affecting Operator’s
Attitude towards RFID Technology...........................................................................111

Table 38 Regression Analysis for Organizational Factors Affecting Operator’s
Attitude towards RFID Technology..........................................................................113

Table 39 Regression Analysis for Environmental Factors Affecting Operator’s
Attitude towards RFID Technology...........................................................................115
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