From Facial Recognition Technology to Payment: A Study Based on Network Externality and Attitude Transfer Theories

Facial recognition payment (FRP), a transformative financial application of facial recognition technology (FRT), is rapidly reshaping digital transactions. Although extensive prior research has examined FRT and FRP separately, the psychological mechanism linking general FRT perception to specific FRP adoption remains underexplored. Integrating network externality and attitude transfer theories, we propose a chained mediation model: network externalities of FRT (perceived critical mass, external prestige, compatibility, and complementarity) shape users’ fundamental attitude toward FRT, which then transfers to their attitude toward FRP and ultimately drives their usage intention. Analysis of survey data from 487 Chinese consumers using PLS-SEM reveals that perceived external prestige, compatibility, and complementarity significantly enhance attitude toward FRT, whereas perceived critical mass does not. Attitude toward FRT, in turn, transfers to FRP attitude and promotes usage intention, with a significantly stronger effect for mobile-based than for external-device-based FRP. These findings elucidate the cognitive pathway from a foundational technology to its application and inform differentiated promotion strategies across FRP terminal types.