Insights into customers' psychological mechanism in facial recognition payment in offline contactless services: integrating belief–attitude–intention and TOE–I frameworks

Abstract

PurposeFacial recognition payment is an emerging mobile payment method that uses human biometrics for personal identification. The purpose of this study is to examine how users' salient beliefs regarding the technology–organization–environment–individual (TOE–I) dimensions affect their attitudes and how attitudes subsequently influence the intention to use facial recognition payment in offline contactless services.Design/methodology/approachThis study comprehensively investigates customers' decision-making psychological mechanism of using facial recognition payment by integrating the belief–attitude–intention (B–A–I) model and the extended TOE–I framework. Data from 420 valid samples were collected through an online survey and analyzed using partial least squares structural equation modeling.FindingsResearch results indicate that convenience and perceived herd exert positive effects on trust and satisfaction. Meanwhile, familiarity has a significantly positive effect only on trust but not on satisfaction. In contrast, perceived privacy risk exhibits a negative effect on both trust and satisfaction. Trust and satisfaction positively influence the intention to use facial recognition payment. Unexpectedly, self-awareness negatively moderates the effect of satisfaction on intention to use, but its effect on the relationship between trust and intention to use is non-significant.Originality/valueTo the best of the authors’ knowledge, this study is one of the early studies that explicate customers' psychological mechanism in facial recognition payment in offline contactless services through an understanding of the B–A–I causal linkages with the identification of users' perceptions from a comprehensive context-specific perspective. This study enriches the literature on facial recognition payment and explores the moderating role of self-awareness in the relationship between users' attitudes and intention to use, thereby revealing a complex psychological process in the usage of offline facial recognition payment systems.

Guest editorial: The role of digital technologies in new normal: the emergence of contactless digital technologies and services

“…Special issue articles for the four components Contactless technology artifacts: All articles in this special issue cover diverse types of contactless technology artifacts such as AR-based service applications (Yin and Hsu, 2023), AR for shopping (Riar et al, 2023), healthcare and fitness apps (Zhu et al, 2023), self-service kiosks and food-ordering mobile apps (Lee et al, 2023), facial recognition payment (Shiau et al, 2023), digital tools (e.g. DingTalk and WeChat) (Zhang et al, 2023) and e-Learning systems (Kim et al, 2023a).…”

“…Lee et al (2023) suggest an IS success model, which can explain the different user behaviors in using distinctive contactless technologies. Shiau et al (2023) propose an extended model to explain user behavior regarding the facial recognition payment systems in China. Kim et al (2023a) also articulate the importance of online interaction during the e-Learning process.…”

“…This article contributes to research on contactless technology services from a multidimensional perspective for co-acting and co-evolving. It also suggests guidance for suppliers/developers of payment systems and merchants to increase convenience, reduce privacy risks and optimize the system design (Shiau et al , 2023).…”

“…DingTalk and WeChat) (Zhang et al , 2023) and e-Learning systems (Kim et al , 2023a). Particularly, five articles investigated the interactions between users and contactless technology artifacts and showed that contactless technology artifacts positively affect the acceptance and (continuous) intention to use, although their research contexts are different (Kim et al , 2023a; Lee et al , 2023; Shiau et al , 2023; Yin and Hsu, 2023; Zhu et al , 2023). On the other hand, two articles investigated the role of contactless technology artifacts and their impacts on the new society (Lee et al , 2023; Riar et al , 2023).…”

“…One is “what service design” could mediate customers and organizational strategic intent, and the other is “how service design” could configure customers’ requirements and organizational strategic goals. With the aspect of “what service design,” AR technology in shopping environment (Riar et al , 2023), health and fitness apps (Zhu et al , 2023), quick-service restaurants with self-service kiosks and mobile applications (Lee et al , 2023) and facial recognition payment (Shiau et al , 2023) account for what contactless service design artifacts could offer alternative services and afford desirable customer’s experiences. With the aspect of “how service design,” on the other hand, the role of privacy in AR-based services (Yin and Hsu, 2023), e-Learning success in New Normal (Zhang et al , 2023) and feedback-seeking behavior in a digital environment (Kim et al , 2023a) configure how contactless service design can be continued, used or successfully mediated with customers, testing their human behaviors.…”