To Chip or Not to Chip? Determinants of Human RFID Implant Adoption by Potential Consumers in Sweden & the Influence of the Widespread Adoption of RFID Implants on the Marketing Mix

Abstract: The aim of this study is twofold. Firstly, we explore the perceptions of young people in Sweden towards the adoption of human RFID implants. Secondly, the paper aims to understand how companies’ marketing activities would be influenced by the widespread adoption of this technology. This paper has taken a qualitative approach to research, specifically employing focus groups and interviews to gauge the opinions of potential customers and experts, respectively. The study is based on three literature streams: human RFID implants research, the UTAUT 2 model and the marketing mix model. The UTAUT 2 model aided in answering the first research question, while the marketing mix represented the basis for the second question. The empirical data was collected through five focus group sessions with young people in Sweden and four interviews with experts from various fields. The study offers two conclusions relating to each research question. Firstly, the determinants exemplified in the UTAUT 2 model, specifically, Performance Expectancy, Effort Expectancy, Facilitating Conditions, Social Influence, Price and Habit played an important role in determining the adoption of RFID implants by potential consumers. Additional determinants, namely functionality, health, invasiveness, privacy and safety were also added to the model to better answer the research question. The second conclusion is that the proposed extended marketing mix model was relevant in identifying how RFID implants will affect marketing activities if the technology is widely adopted. The elements of People and Personalization were noted to experience the greatest changes if the technology is adopted.