User stickiness to facial recognition payment technology: insights from Sako's trust typology, privacy concerns, and a cross-cultural context

This study investigates factors influencing continuous use behavior (user stickiness) of facial recognition payment (FRP) technology. It uses Sako's trust typology (competence, contractual, goodwill trust), the theory of planned behavior (TPB), and privacy concerns to develop a research model. Data from 1278 users (648 from China, 630 from the USA) were analyzed using partial least squares (PLS). Results show competence, contractual, and goodwill trust positively relate to attitudes and perceived behavioral control, and negatively to privacy concerns. Cultural differences are highlighted, with privacy concerns significantly impacting attitudes and FRP stickiness in the USA but not in China.

Jung-Chieh Lee, Lei Bi, Haotian Liu