Abstract
ABSTRACT This study examines factors influencing behavioral intention (BI) to use facial recognition payment (FRP) in restaurants across China (403 responses) and Malaysia (395 responses). Using PLS-SEM, the study explores the valence framework and trust transfer theory. Relative advantage, personal innovativeness, and perceived herd positively influence BI, while perceived sensitivity of facial information, perceived risks, and technophobia negatively affect trust in FRP. Trust in FRP systems and service providers significantly impact BI. Multi-group analysis highlights cultural differences: personal innovativeness is more influential in China, while technophobia is more detrimental in Malaysia. Findings underscore the need for culturally tailored trust-building strategies.
Published Version
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