An empirical study of consumers' intention to use biometric facial recognition as a payment method

Interests in technology innovation has increased in many organizations. Collaborations among technology providers and marketers are occurring as they integrate these biometric technologies as a means of convenience and security for their consumers. Despite the benefits of integrating new technology to ease consumers' shopping experience, consumers are skeptical about using technology that requires their biometric data. Two studies were conducted to investigate the trust toward these biometric payment systems. Study 1 was conducted through a survey. The study investigated antecedents that affect consumers' trust of, attitude toward, and usage of a biometric payment system. Based on the results from Study 1, Study 2 was conducted by introducing two shopping modalities in the study. The results show that consumers would rather use a biometric payment system in stores than online. Between the two modalities, consumers' trust and attitude toward the technology have a stronger mediating role for online than in‐store toward their intention to use. In addition, self‐efficacy consistently moderates the antecedents (performance expectation and perceived risk) and their intention to use.