Article2022

An integrative model of facial recognition check-in technology adoption intention: the perspective of hotel guests in Singapore

78 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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

Abstract

Purpose This study aims to explain how hotel guests form attitudes toward facial recognition technology in Singapore by integrating technology acceptance model (TAM), privacy calculus theory and personal innovativeness. Design/methodology/approach A self-administered online questionnaire was developed with measurements adopted from past research. Guests who stayed in four- or five-star hotels in Singapore were recruited via systematic random sampling. Structural equation modeling was conducted to examine the proposed integrated models. Findings Results showed that hotel guests performed calculative cognitive processes, weighing the benefits and risks of using facial recognition check-in system. Contradictory to the past research which suggested that trust activates both perceived risk and benefits, this study demonstrated that trust independently directed consumer attention on the benefits gained while risk perception was triggered by privacy concern. Furthermore, the current study revealed that the ease of use of facial recognition check-in system could possibly backfire. Practical implications The research indicates that the effort to adopt new technology in the hotel industry is promising in view of the growing millennials and Generation Z population who are digital natives. Furthermore, the current study highlights ways to elevate institutional trust and divert consumers’ attention from risk perception to enhance their positive attitude and behavior toward accepting facial recognition check-in system. Originality/value This study integrated TAM with privacy calculus theory and personal innovativeness in examining the acceptance of facial recognition check-in system in the hotel industry in Singapore. This study is also the first, to the best of the authors’ knowledge, to investigate the relationships among privacy concern, perceived risk, institutional trust and perceived benefits, as well as their effects on consumers’ attitudes and behavior toward the biometric system.

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References

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