Consumer attitudes toward facial recognition payment: an examination of antecedents and outcomes
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 30 December 2021
Issue publication date: 6 April 2022
Abstract
Purpose
Facial recognition payment (FRP) has been recently introduced as a new cashless payment method in retail store context. Anchored on information systems and consumer theories, this research aims to investigate the key antecedents and outcomes of consumer attitudes toward this innovative payment method.
Design/methodology/approach
This research used a survey method to obtain data from 795 consumers at retail stores in China. The data were then analyzed by different statistical methods, including descriptive statistics, reliability analysis and structural equation modeling.
Findings
Results show that perceived usefulness, perceived ease of use and perceived innovativeness positively affect consumer attitudes toward FRP, while perceived risk negatively impacts such attitudes. In addition, consumer attitudes enhance store satisfaction, and hedonic shopping value plays a mediating role in this relationship.
Practical implications
This study encourages retailers to adopt FRP that can enhance consumer hedonic shopping value and satisfaction.
Originality/value
This study contributes to the literature by explaining both the antecedents and the outcomes of consumer attitudes toward FRP in retail context. The study also provides fresh insights into how such attitudes can improve consumers' shopping values and satisfaction in an emerging market.
Keywords
Citation
Dang, V.T., Nguyen, N., Nguyen, H.V., Nguyen, H., Van Huy, L., Tran, V.T. and Nguyen, T.H. (2022), "Consumer attitudes toward facial recognition payment: an examination of antecedents and outcomes", International Journal of Bank Marketing, Vol. 40 No. 3, pp. 511-535. https://doi.org/10.1108/IJBM-04-2021-0135
Publisher
:Emerald Publishing Limited
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