Why not use facial recognition payment? From the perspective of the extended protection motivation theory

Zizhong Zhang and Xiaoxue Zhang

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: This study aims to explore why users choose to resist facial recognition payment (FRP) as an emerging technology. Leveraging the extended protection motivation theory (PMT), this study surveyed 1058 participants to explore the influence of perceived threat, perceived efficacy, privacy concerns, and intolerance of uncertainty (IU) on resistance behavioral intention (RBI) towards FRP. Our findings reveal that perceived severity and susceptibility have significant positive associations with RBI, while perceived severity and response efficacy impact privacy concerns positively. Additionally, privacy concerns contribute to the resistance against FRP. Furthermore, IU significantly moderates the relationship between response efficacy and RBI. The study extends the traditional PMT framework, providing insights for future research on technological resistance. The study wraps up with discussions of the practical and theoretical significance of research findings.

Keywords: Protection motivation theory; Facial recognition payment; Threat; Efficacy; Privacy concerns; Intolerance of uncertainty; Resistance (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003126

DOI: 10.1016/j.jretconser.2024.104016

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