Effects of foodservice consumers’ perceptions of face recognition payment on attitude, desire, and behavioral intentions: a cross-cultural study

Kyuhyeon Joo · Jungsun Sunny Kim · Jinsoo Hwang

33 citations0/0 files storedJournal of Travel & Tourism Marketing

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Technology Adoption and User Behaviour AI in Service Interactions Health, Technology, Consumer Behavior

Abstract

This study examined factors affecting customer intention to use facial recognition payment (FRP) in the restaurant industry. This study used data collected from 331 restaurant patrons residing in South Korea and 340 patrons in America. First, perceived ease of use, usefulness, and innovativeness positively affected attitude, while perceived risk negatively influenced attitude in both groups. Second, attitude had positive effects on desire and behavioral intentions, and desire had a positive impact on behavioral intentions in both groups. Lastly, the relationship between perceived ease of use and attitude was stronger in the American group, confirming the moderating effect of cultural differences.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1979Prospect Theory: An Analysis of Decision under Risk 2000Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1988On the Evaluation of Structural Equation Models

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