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

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.