Disentangling facial recognition payment service usage behavior: A trust perspective

Facial recognition payment (FRP) technology has been used as an innovative digital approach to payment services. This study develops a model to investigate how user trust—including trust in FRP service providers and FRP—affects users’ continuance intentions toward FRP services. We also propose that trust in FRP itself is affected by perceived vulnerability, perceived security, and perceived response efficacy from a privacy and security perspective. Our research model was empirically tested via a partial-least-squares analysis with survey data collected from 217 FRP users in China. The results show that trust in both FRP service providers and FRP itself positively affects users’ continuance intentions, and trust in service providers affects trust in FRP. Perceived security and response efficacy positively affect trust in FRP. This research contributes to the literature on FRP and trust, offering practical implications for FRP service providers on how to manage individual users’ FRP-related privacy concerns while enhancing user trust in FRP, which facilitates continuous FRP use.