Effects of foodservice consumers’ perceptions of face recognition payment on attitude, desire, and behavioral intentions: a cross-cultural study

This study examined factors affecting customer intention to use facial recognition payment (FRP) in the restaurant industry. This study used data collected from 331 restaurant patrons residing in South Korea and 340 patrons in America. First, perceived ease of use, usefulness, and innovativeness positively affected attitude, while perceived risk negatively influenced attitude in both groups. Second, attitude had positive effects on desire and behavioral intentions, and desire had a positive impact on behavioral intentions in both groups. Lastly, the relationship between perceived ease of use and attitude was stronger in the American group, confirming the moderating effect of cultural differences.