Slide
Centre Interdisciplinaire
de Recherche et d’Innovation
en Cybersécurité et Société
de Recherche et d’Innovation
en Cybersécurité et Société
1.
Margulis, A.; Boeck, H.; Laroche, M.
Connecting with consumers using ubiquitous technology: A new model to forecast consumer reaction Journal Article
In: Journal of Business Research, vol. 121, pp. 448–460, 2020, ISSN: 01482963 (ISSN), (Publisher: Elsevier Inc.).
Abstract | Links | BibTeX | Tags: Consumer reactions, Interactive marketing, Multi-group analysis, RFID, Technology adoption, Ubiquitous technology
@article{margulis_connecting_2020,
title = {Connecting with consumers using ubiquitous technology: A new model to forecast consumer reaction},
author = {A. Margulis and H. Boeck and M. Laroche},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-85065514333&doi=10.1016%2fj.jbusres.2019.04.019&partnerID=40&md5=9f6e0794e6af569075bfb2541fc4793d},
doi = {10.1016/j.jbusres.2019.04.019},
issn = {01482963 (ISSN)},
year = {2020},
date = {2020-01-01},
journal = {Journal of Business Research},
volume = {121},
pages = {448–460},
abstract = {Firms increasingly use ubiquitous technology in marketing to interact with consumers, locate and identify them, push promotions, and gather detailed purchasing data. This increased connectivity through ubiquitous technology creates a new bond between consumers and firms. Although most consumers willingly accept this connection, some perceive it as unwanted proximity, qualify it as intrusive, and consequently refuse to engage with firms. This research is intended to support firms that are interested in implementing ubiquitous technology in their marketing activities. We propose a new consumer response model, confirm a good fit with the data, and its stability in the presence of socio-demographic moderators using structural equations and multi-group analyses. This model is a tool that accurately captures the optimal settings of ubiquitous technology use and enables firms to efficiently predict consumer reactions to this technology, handily design implementation, and provide an improved customer experience. © 2019 Elsevier Inc.},
note = {Publisher: Elsevier Inc.},
keywords = {Consumer reactions, Interactive marketing, Multi-group analysis, RFID, Technology adoption, Ubiquitous technology},
pubstate = {published},
tppubtype = {article}
}
Firms increasingly use ubiquitous technology in marketing to interact with consumers, locate and identify them, push promotions, and gather detailed purchasing data. This increased connectivity through ubiquitous technology creates a new bond between consumers and firms. Although most consumers willingly accept this connection, some perceive it as unwanted proximity, qualify it as intrusive, and consequently refuse to engage with firms. This research is intended to support firms that are interested in implementing ubiquitous technology in their marketing activities. We propose a new consumer response model, confirm a good fit with the data, and its stability in the presence of socio-demographic moderators using structural equations and multi-group analyses. This model is a tool that accurately captures the optimal settings of ubiquitous technology use and enables firms to efficiently predict consumer reactions to this technology, handily design implementation, and provide an improved customer experience. © 2019 Elsevier Inc.
2.
Margulis, A.; Boeck, H.; Bendavid, Y.; Durif, F.
Building theory from consumer reactions to RFID: discovering Connective Proximity Journal Article
In: Ethics and Information Technology, vol. 18, no. 2, pp. 81–101, 2016, ISSN: 13881957 (ISSN), (Publisher: Springer Netherlands).
Abstract | Links | BibTeX | Tags: case study, Consumer, Data privacy, Ethical considerations, Ethics, Human Tracking, Marketing activities, Nature of the technologies, Philosophical aspects, Physical proximity, Privacy, Radio frequency identification (RFID), RFID, Sales representatives
@article{margulis_building_2016,
title = {Building theory from consumer reactions to RFID: discovering Connective Proximity},
author = {A. Margulis and H. Boeck and Y. Bendavid and F. Durif},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-84959508921&doi=10.1007%2fs10676-016-9388-y&partnerID=40&md5=ed3ae225f1719b39f9b65321567151ff},
doi = {10.1007/s10676-016-9388-y},
issn = {13881957 (ISSN)},
year = {2016},
date = {2016-01-01},
journal = {Ethics and Information Technology},
volume = {18},
number = {2},
pages = {81–101},
abstract = {Academic research into RFID technology has largely neglected ethics. What scarce research was being performed has now dwindled despite having some consumers continue to express their ethical concerns. This article aims at reducing this apparent void by exploring the antecedents that cause the public to react when consumers are targeted by RFID technology. Through the analysis of 11 real RFID implementations used to target consumers, our research indicates that several factors can influence consumer response through the distinct nature of the technology, namely, (1) Customization of communications, (2) Imposition of tag use, (3) Segmentation and targeting, (4) Modified role of the sales representative, (5) Physical distance between the consumer and the tag, and (6) Security of transactions. The article then proposes a construct to determine the risk of raising consumer ethical concerns. The construct of “Connective Proximity” and its three components (physical proximity, exposure time, and information proximity) are defined. Our research highlights the need for further studies on the ethical considerations of tagging humans and specifically tracking consumers when performing marketing activities with RFID technology. Our article aims at invigorating research on this topic, which has a lot to contribute to both society and corporations. © 2016, Springer Science+Business Media Dordrecht.},
note = {Publisher: Springer Netherlands},
keywords = {case study, Consumer, Data privacy, Ethical considerations, Ethics, Human Tracking, Marketing activities, Nature of the technologies, Philosophical aspects, Physical proximity, Privacy, Radio frequency identification (RFID), RFID, Sales representatives},
pubstate = {published},
tppubtype = {article}
}
Academic research into RFID technology has largely neglected ethics. What scarce research was being performed has now dwindled despite having some consumers continue to express their ethical concerns. This article aims at reducing this apparent void by exploring the antecedents that cause the public to react when consumers are targeted by RFID technology. Through the analysis of 11 real RFID implementations used to target consumers, our research indicates that several factors can influence consumer response through the distinct nature of the technology, namely, (1) Customization of communications, (2) Imposition of tag use, (3) Segmentation and targeting, (4) Modified role of the sales representative, (5) Physical distance between the consumer and the tag, and (6) Security of transactions. The article then proposes a construct to determine the risk of raising consumer ethical concerns. The construct of “Connective Proximity” and its three components (physical proximity, exposure time, and information proximity) are defined. Our research highlights the need for further studies on the ethical considerations of tagging humans and specifically tracking consumers when performing marketing activities with RFID technology. Our article aims at invigorating research on this topic, which has a lot to contribute to both society and corporations. © 2016, Springer Science+Business Media Dordrecht.