Customer Intention to Use Facial Recognition Technology at Quick-Service Restaurants

Olena Ciftci · Eun-Kyong Choi · Katerina Berezina

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Technology Adoption and User Behaviour Privacy, Security, and Data Protection AI in Service Interactions

Abstract

This study aims to provide a model that examines the predictors of intention to use facial recognition technology by customers in quick-service restaurants. The proposed model combines the unified theory of acceptance and use of technology (UTAUT) and contextual constructs, such as hedonic motivations, personal innovativeness, trust, perceived privacy, and security protection. The model was tested via structural equation modeling (SEM) by using data collected from a sample of quick-service restaurant customers. The findings of the study provide a valuable theoretical contribution to academia and practical implications for the restaurant managers.

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References

2003User Acceptance of Information Technology: Toward A Unified View1 2011PLS-SEM: Indeed a Silver Bullet 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 1991Measuring Consumer Innovativeness 2013Determinants of end-user acceptance of biometrics: Integrating the “Big 3” of technology acceptance with privacy context 2018Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants 2018Measuring customer perceptions of restaurant innovativeness: Developing and validating a scale 2010Theoretical and Empirical Considerations of Guests’ Perceptions of Biometric Systems in Hotels

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