| Title |
Experimental approaches to NFC-enabled packaging for UX / CX of physical artefacts: a technology maturity study / |
| Authors |
Karpavičė, Justina ; Hafith, Iusef Abdel ; Tambo, Torben ; Chinello, Francesco ; Venytė, Ingrida ; Gegeckienė, Laura |
| DOI |
10.1016/j.procs.2023.01.326 |
| Full Text |
|
| Is Part of |
Procedia computer science: CENTERIS – international conference on ENTERprise information systems. ProjMAN – international conference on project MANagement. HCist – international conference on health and social care information systems and technologies 2022.. Amsterdam : Elsevier. 2023, vol. 219, p. 577-585.. ISSN 1877-0509 |
| Keywords [eng] |
smart interactive packaging ; near field communication ; user experiment ; technology acceptance model |
| Abstract [eng] |
Product's packaging with integrated electronic intelligence turns into a visual, tactile and digital encounter with consumers influencing their shopping experience and purchase behavior. The Near Field Communication (NFC) tag attached to the packaging can transform everyday objects into a direct communication channel. However, the NFC technology is still not widely accepted by the industry, thus it is necessary to analyze the influential factors related to consumer behavior, changing needs, and acceptance. As a result, this study carries out the user experiment, where a product's packaging with NFC capabilities is built and tested with selected participants to track user engagement with the smart interactive packaging. The main aim of this study is to examine the peculiarities of the user interaction with NFC-enabled packaging to find out consumer perception and technology acceptance of NFC to retrieve more comprehensive insights regarding barriers to the successful NFC application to a product's packaging. The participants were asked to interact with a set of three NFC-enabled cardboard packages with attached NFC stickers, and afterwards each participant evaluated their experience via survey designed based on Technology Acceptance Model (TAM). According to the results, all three proposed research hypotheses were tested and confirmed to some extent. This study provides a thorough elaboration regarding the technology- and consumer-related barriers that might prevent the successful acceptance of NFC technology applied to the packaging. This research contributes to a better understanding of how different variables have an impact on consumers’ perception and technology acceptance of NFC. All business management practitioners, marketers and designers could employ the results of this research as a way to improve the adoption process of the NFC technology in the packaging industry. |
| Published |
Amsterdam : Elsevier |
| Type |
Conference paper |
| Language |
English |
| Publication date |
2023 |
| CC license |
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