An integrated model of artificially intelligent (AI) facial recognition technology adoption based on perceived risk theory and extended TPB: a comparative analysis of US and South Korea

ABSTRACT

The purpose of this research work is to merge two theories (i.e. the perceived risk theory and the extended theory of planned behavior) to explain for the formation of behavioral and switching intentions toward artificial intelligent-based facial recognition technology, particularly in terms of restaurant payment. The moderating role of cultural differences is explored in the framework. Sixteen hypotheses are tested by using a sample of 337 South Korean and 342 U.S. consumers. Time and privacy risks significantly influence the attitude of only the Koreans, while psychological risks only influence the Americans. Attitude and subjective norms significantly affect intention to switch to face recognition payment and use this method for both groups. Moreover, the findings reveal that cultural differences play a significantly moderating role in the relationship between psychological risk and attitude toward artificial intelligent-based facial recognition technology.

摘要

这项研究工作的目的是将两种理论 (即感知风险理论和计划行为扩展理论) 相结合, 以解释行为的形成和向基于人工智能的面部识别技术的转换意图, 特别是在餐厅支付方面. 该框架探讨了文化差异的调节作用. 通过对337名韩国和342名美国消费者的抽样, 检验了16个假设. 时间和隐私风险只会显著影响韩国人的态度, 而心理风险只会影响美国人. 态度和主观规范显著影响两组人改用人脸识别支付和使用这种方法的意愿. 此外, 研究结果表明, 文化差异在心理风险和对基于人工智能的面部识别技术的态度之间的关系中起着显著的调节作用.

KEYWORDS:

• Artificial intelligent-based facial recognition technology
• cultural differences
• perceived risk theory
• theory of planned behavior
• restaurant technology

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by William F. Harrah College of Hospitality at University of Nevada, Las Vegas.