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Exploring consumers’ competence, autonomy and relatedness needs in the adoption of facial recognition payment technology

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  • Wang, Shasha
  • Mortimer, Gary
  • Sajtos, Laszlo
  • Keating, Byron

Abstract

Facial Recognition Payment Technology (FRPT) is an emergent innovative biometric payment system that may involve more complexed consumer decision-making process due to its reliance on using consumers' images and financial information. Earlier research on FRPT adoption has overlooked drivers and barriers of ‘trial’, which logically precedes ‘adoption’. For retailers, there is also an unclear understanding about the evolution of consumers' needs before trialling a new and potentially risky technology. Drawing on the Basic Psychological Needs Theory (BPNT), this current study takes an exploratory approach and uncovers factors that lead to consumers' ‘needs satisfaction’ or ‘frustration’ for autonomy, competence, and relatedness across early stages of the innovation-decision process. Study 1 offers an extensive systematic literature review, then Study 2 adopts an exploratory approach by conducting (n = 21) in-depth interviews. A conceptual framework is offered that defines the meaning of each fundamental human need of BPNT in each stage – including knowledge, persuasion and trial, of the technology adoption process, and underlines the factors drive these needs positively or negatively. The developed framework has important implications for retailers and countries who aim to introduce FRPT or similar new technologies in their market.

Suggested Citation

  • Wang, Shasha & Mortimer, Gary & Sajtos, Laszlo & Keating, Byron, 2024. "Exploring consumers’ competence, autonomy and relatedness needs in the adoption of facial recognition payment technology," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003400
    DOI: 10.1016/j.jretconser.2024.104044
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