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

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  • Zhang, Zizhong
  • Zhang, Xiaoxue

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.

Suggested Citation

  • Zhang, Zizhong & Zhang, Xiaoxue, 2024. "Why not use facial recognition payment? From the perspective of the extended protection motivation theory," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003126
    DOI: 10.1016/j.jretconser.2024.104016
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