{'fraction_non_alphanumeric': 0.0410958904109589, 'fraction_numerical': 0.004383561643835616, 'mean_word_length': 5.362369337979094, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Consumer Response to the Radio Frequency Identification (RFID) Technology-based Self-service Beauty Specialty Store: Moderating Effects of Consumer Traits

Introduction. Radio Frequency Identification (RFID) refers to wireless system consisted of reader devices and tags. The reader device emits radio waves and receives signals back from the RFID tag, which is attached to the product and stores its information (Finkenzeller, 2010). RFIDbased retail technologies increase an efficiency of shopping processes as well as offering novel shopping experiences to customers (Melià-Seguí et al., 2013). Several beauty retailers are experimenting with RFID technology in the context of a self-service specialty store. For example, a multinational cosmetic brand Innisfree, has opened the self-service stores embracing RFID-based retail technologies: An “interactive shelving display” shows product information (e.g., ingredients, color options) on the digital shelf; and a “smart table” displays video tutorials (‘how to use’), recommended items to purchase together, and customer reviews on the digital screen of the table when the RFID-chipped product is brought close to or put on the screen. A RFID-based self-checkout counter enables a quick checkout by putting the items in a ‘deep hole’ of the counter, which reads the RFID chips of all items at once. As the brick-and-mortar retail shifts towards a more digital experience, the self-service store leveraging RFID-based retail technologies increase functionalities (i.e., usefulness, easiness) as well as entertainment (i.e., enjoyment, newness) in retail experiences during the in-store customer journey. Despite the beauty specialty retailers’ increasing adoption of RFID-based retail technologies in the selfservice store venue, this is an underexplored area of research.