Investigating the technology acceptance model, image congruence and cultural differences in facial recognition payment adoption

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-07-11 DOI:10.1108/apjml-01-2024-0123
Heather Markham Kim, Jungsun (Sunny) Kim, Kyuhyeon Joo, Jinsoo Hwang
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Abstract

Purpose

This study investigated the impacts of the technology acceptance model (TAM) determinants and image congruence on attitude and, in turn, behavioral intentions. In addition, the differences between the US and Korean consumers in terms of the predictors of attitude were assessed.

Design/methodology/approach

The data were collected via an online survey from 342 South Korean and 353 American consumers who patronized a restaurant within a three-month timeframe.

Findings

The findings revealed that two dimensions of TAM and three sub-factors of self-image congruence positively affected customer attitude toward face recognition (FR) payment. Customer attitude also significantly influenced behavioral intentions toward FR payment. Lastly, the cultural differences between the Korean and American consumers played significant moderating roles in the relationships between perceived usefulness and attitude as well as between actual self-image congruence and attitude.

Originality/value

No prior empirical research has incorporated cultural differences into the FR payment acceptance model. Unlike previous research, the current study included cultural differences as a moderator of the relationships between the five predictors (i.e. two predictors from TAM and three dimensions of self-image congruence) and attitude toward FR payment in the research model.

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调查面部识别支付应用中的技术接受模式、图像一致性和文化差异
目的 本研究调查了技术接受模型(TAM)决定因素和形象一致性对态度的影响,进而对行为意向的影响。研究结果研究结果表明,TAM 的两个维度和自我形象一致性的三个子因素对顾客的人脸识别(FR)支付态度有积极影响。顾客态度也极大地影响了对人脸识别支付的行为意向。最后,韩国和美国消费者之间的文化差异在感知有用性和态度之间以及实际自我形象一致性和态度之间的关系中起着重要的调节作用。与以往研究不同的是,本研究将文化差异作为五个预测因素(即 TAM 中的两个预测因素和自我形象一致性的三个维度)与 FR 支付态度之间关系的调节因素。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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