Effects of motivated consumer innovativeness on facial recognition payment adoption in the restaurant industry: A cross-cultural study

Abstract

The aim of this study is to examine the importance of motivated consumer innovativeness (MCI) in the context of facial recognition payment within the restaurant domain. The data was collected from 345 Korean consumers and 338 U.S. consumers. The results of the structural equation analysis revealed that all the sub-factors of MCI positively influenced attitude except social MCI. Subjective norm had a significantly positive effect on personal norm. In addition, attitude, subjective norm, perceived behavioral control, and personal norm significantly affected behavioral intentions. Lastly, cultural differences between Korean and U.S. consumers moderated the relationships between (1) functional MCI and attitude, (2) hedonic MCI and attitude, and (3) social MCI and attitude. In terms of the relationship between functional MCI and attitude and hedonic MCI and attitude, the path coefficient for the Korean group was higher than the path coefficient for the U.S. group. Regarding the relationship between social MCI and attitude, the path coefficient for the U.S. group was higher than the path coefficient for the Korean group. Based on the findings, restaurant companies and technology providers can improve customers’ attitude toward facial recognition payments as well as their intention to use it, which helps to enhance the development and commercialization of this payment method in the restaurant industry as well as other sectors.