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Building Privacy Policy for the RFID Retail Shops-from Both Customers and Retailers Perspectives

Source
FirstTech Institutional Repository
Keywords
  • 無線射頻標籤
  • 零售業
  • 隱私權保護政策
  • 公平資訊實施原則
  • Rfid
  • Retail
  • Privacy Protection Policy
  • Fair Information Practice Principles

Abstract

[[abstract]]When RFID (Radio Frequency Identification) technology is utilized in retail stores the customers shop with a smart cart embedding RFID reading equipment that can trace customers shopping routine including goods in and out of the cart and travel in the shop instant goods useful information and quick checking out without waiting in check-out line Conversely retailers can employ the former mentioned customer data to analyze and goods monitoring and control at the shop The convenient shopping environment from RFID may reveal the information of purchase may be sold to other commercial organization which will target the customers based on this information It is difficult to convince customers to use RFID and even worse it obstructs the development The purpose of this study was to explore both perspectives of customers and retailers toward the privacy protection are different based on RFID And adopted five principles under the Fair Information Practice Principles from Federal Trade Commission (FTC) while discussing: Notice choice access security and enforcement The results show that retailer’s establishing their privacy policy is consistent with their execution More explicitly the retailers who build their privacy policy value their customers’ privacy and vice versa Customers’ and retailers’ view on Fair Information Practice Principles are totally different The former give more weight to principles of notice and choice however the latter value the other three of access security and enforcement Moreover customers are conservative to retailer’s promises and execution on the policy while the retailers think they can quite follow them The principles of choice access and security were shown helpful in attracting customers to purchase However the principle of notice did not effect on shopping Enforcement had a negative effect on purchasing desire which could be inferred that customers did not be attracted by the principle of enforcement done by retailers This result is needed to be proved by further study

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