The influence of demographic factors on consumer attitudes and intentions to use RFID technologies in the US hotel industry


Purpose: The purpose of this paper is to explore the influence of demographic factors (age, gender, education, income) on consumer attitudes and their intentions to use radio frequency identification (RFID) in the hotel industry. Design/methodology/approach: Quantitative research methodology was used in this study. The methods used for this study are both descriptive and causal modeling tests. This research study used web-survey method for collecting and analyzing data. The measurement model was assessed using confirmatory factor analysis using the maximum likelihood method and structural equation modeling was used to estimate the parameters of the structural model. Findings: The results indicate that there are few differences in consumer attitudes and intentions in terms of the demographic factors. It can be concluded that consumer differences can be associated with consumer attitudes that are determined by age. The results for demographic factors, gender, income, and education levels indicate no difference in the attitudes and intentions of consumers to use RFIDs. Research limitations/implications: Considering the fact that "trendy and hip" hotels are emerging in the industry, it is vital to understand the perceptions of Gen Y and Gen Z on specific RFIDs. A future research to study the influence of consumer demographics on security and privacy concerns is highly recommended in the hotel industry. The study may not have the complete list of population members who are frequent travelers in the US hotel industry. Practical implications: Older consumer may consider themselves too old, less innovative, and having low cognitive capabilities to use RFIDs. Hotel organizations may provide familiar RFIDs to young consumers. The costs of RFID technologies are diminishing and hotels can offer RFIDs that enhances user benefits and experience. On the other side, hotels can use RFIDs to improve efficiency and employee performance. Originality/value: This study provided significant insights by empirically investigating consumer differences and its influence on attitudes and intentions to use RFIDs. The results of this study fill the gaps in understanding consumer behavior to use RFIDs in the hotel industry. In addition, exploring consumer attitudes and intentions to use RFIDs could facilitate hotel organizations to make right investment decisions on RFIDs. © Emerald Group Publishing Limited.

Publication Title

Journal of Hospitality and Tourism Technology