Consumer acceptance of NFC in City Mall

Abstract

Purpose-Near Field Communication (NFC) is a new emerging technology with an approach to provide users with lots of new options with a simple, easy and fast way and which will make human life easier. This thesis aim to investigate the willingness of City Mall's customers to accept Near Field Communication (NFC) in the grocery store by exploring the key factors that affects their adoption decision. There are critical success factors that determine whether an adoption of such a technology will be in a successful matter. Design/methodology/approach -The research used a questionnaire to examine the factors that will affect City Mall's customers to accept NFC in the grocery store. The results provided insights on the effect of gender, educational level and age on respondent' adoption decision. Findings- Data analysis found no variation for gender on the new dimensions, and small variations for age and educational level. Research limitations/implications -This research was performed using an opportunistic sampling technique which cannot be generalizable to a large population. In addition, a basic assumption was set to conduct this study where respondents were assumed to be honest with their answers. Practical implications -This research could be expanded to include various supermarkets distributed across Lebanon. This can demonstrate if this study can be generalizable. In addition, studies could be performed to assess the impact of being married on the need for shopping and the need of using NFC in the supermarket. Originality/value-This thesis hopes to enhance understanding of the different use and application of this new technology. A glut of research was conducted on NFC; however none of them included the Lebanese context. Therefore, this thesis intends to inform the public about the advantages and disadvantages of implementing it in a large grocery store in Lebanon.