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Introduction
Innovative technology allows companies to offer innovative "smart" shopping experiences to consumers. For example, in a project called "Department Store of the Future", the Japanese department store Mitsukoshi offered in-store radio frequency identification (RFID)-based services in conjunction with a global cosmetic brand, Shiseido. Using a touchscreen terminal equipped with an RFID reader, consumers were given instant access to product information, could see other consumers' feedback on Shiseido products at the store, and were able to visualize the look with products through the real-time simulation of personalized make-up ([49] Swedberg, 2009). In a more sophisticated application of RFID technology, an RFID-equipped shopping cart currently in development is expected to enhance consumers' health by showing them the total number of calories in the food items added to their shopping cart and offering advice as to whether or not those products are good for their health ([24] Jang, 2011).
These innovative services indeed have affected consumers' shopping experiences. In the retail context, service innovation has evolved from the ATM and online retailing to mobile retailing and ubiquitous shopping environments using RFID. RFID services, an example of intelligent sensor-based services, has created a revolutionary impact on business environments based on its capacity to make possible ubiquitous network that enables seamlessness interactions with companies and companies' supply chains ([42] Pramatari and Theotokis, 2009).
Item-level adoption of RFID technology is expected to expand greatly in the very near future ([18] Gaukler, 2010). For example, Macy's, one of the biggest US retailers, and American Apparel, a global clothing retailer-manufacturer, have announced plans for item-level RFID tagging beginning in 2012 ([51] Swedberg, 2012). This expansion of RFID adoption comes despite some noteworthy RFID-adoption failures (e.g. Prada and Benetton). One of the main reasons for those failures was concern over the tracking ability of the technology ([15] Eckfeldt, 2005). Given the tremendous investment required for companies' adoption of item-level RFID, understanding consumers' willingness to use or shop with innovative RFID-based services is critical for companies' successful adoption of these intelligent sensor-based services ([24] Jang, 2011)
In the academic arena, a large body of literature has examined the influential factors of consumers' attitudes and adoption of innovations like online shopping, mobile banking (e.g. [31] Lin, 2011) and psychological/functional barriers in consumers' adoption of technological...