Affiliations: Industrial Department, University of Florence, Florence, Italy
Correspondence:
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Corresponding author: Romeo Bandinelli, Industrial Department, University of Florence, Florence, Italy. E-mail: [email protected].
Abstract: Near Field Communication (NFC) is currently perceived as one of the most promising technologies for, and will most likely become a standard in, mobile devices in the years to come. Due to the novel nature of this technology, the assessment of its importance for one of the most relevant sectors in the Italian economy, the wine industry, is still relatively unclear. The present study investigates customer acceptance in using NFC technology as an anti-counterfeiting tool using the established traditional Technology Acceptance Model (TAM) together with other variables derived from other studies. To reach this result, a survey has been used, completed by 216 respondents. In order to analyze the data, a Confirmatory Factor Analysis (CFA) and a Structural Equation Model (SEM) using the statistical software SPSS have been carried out. The findings of this study show that Perceived Security (PS) and Perceived Compatibility (PC) are determinants in the customer’s future intention to use NFC as an anti-counterfeiting tool, highlighting the necessity for the wine producers to invest in communication and marketing programs in order to spread the adoption of this technology in the market.
Keywords: Near Field Communication (NFC), Technology Acceptance Model (TAM), counterfeiting, wine industry
