Resistance of facial recognition payment service: a mixed method approach
ISSN: 0887-6045
Article publication date: 23 August 2022
Issue publication date: 28 February 2023
Abstract
Purpose
Sellers view facial recognition mobile payment services (FRMPS) as a convenient and cost-saving way to receive immediate payments from customers. For consumers, however, these biometric identification technologies raise issues of usability as well as privacy, so FRMPS are not always preferable. This study uses the stressor–strain–outcome (S–S–O) framework to illuminate the underlying mechanism of FRMPS resistance, thereby addressing the paucity of research on users' negative attitudes toward FRMPS.
Design/methodology/approach
Drawing from the stressor–strain–outcome (S–S–O) framework, the purpose of this study is to illuminate the underlying mechanism of FRMPS resistance. To this end, they invited 566 password authentication users who had refused to use FRMPS to complete online survey questionnaires.
Findings
The findings enrich the understanding of FRMPS resistance and show that stressors (i.e. system feature overload, information overload, technological uncertainty, privacy concern and perceived risk) aggravate the strain (i.e. technostress), which then leads to users’ resistance behaviors and negative word of mouth.
Originality/value
Advances in payment methods have profoundly changed consumers’ consumption and payment habits. Understanding FRMPS resistance can provide marketers with strategies for dealing with this negative impact. This study theoretically confirms the S–S–O paradigm in the FRMPS setting and advances it by proposing thorough explanations of the major stressors that consumers face. Building on their findings, the authors suggest ways service providers can eliminate the stressors, thereby reducing consumers’ fear and preventing resistance or negative word-of-mouth behaviors. This study has valuable implications for both scholars and practitioners.
Keywords
Acknowledgements
The authors would like to thank three anonymous referees of this journal for their constructive comments, the co-editor and associate editor for their support and encouragement.
Funding: This work was supported by the Shantou University STU Scientific Research Initiation Grant [STF20010] and by the Natural Science Foundation of Guangdong Province, Guangdong Basic and Applied Basic Research Foundation Grant [2021A1515012259], and also supported by the Ministry of Science and Technology (the National Science and Technology Council, NSTC) under the grant MOST #111-2410-H-002-012-MY2.
Citation
Lee, C.T. and Pan, L.-Y. (2023), "Resistance of facial recognition payment service: a mixed method approach", Journal of Services Marketing, Vol. 37 No. 3, pp. 392-407. https://doi.org/10.1108/JSM-01-2022-0035
Publisher
:Emerald Publishing Limited
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