Abstract
In marketing, a customer purchases a product while a consumer uses the product; which means that an adopter of an innovation behaves like a consumer of a new product. But surprisingly no initiative has been made to relate/integrate an adopter with a consumer. This article has done this. Technological, organizational, environmental factors as well as “expectations” from using the technology are important for the acceptance and continued use of a technological innovation. This paper integrates the effect of innovation characteristics along with the expectation on RFID adoption, in the context of Australian livestock industry. To do this, this study first presents a theoretical analysis then presents the outcomes from eight interviews which were conducted among livestock farms in Australia. Finally, it proposes a research framework while proposing eleven propositions related to RFID adoption. Contribution-wise, policy makers may compare their experience with this study, evaluate the past, and find the future direction.
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