Investigating the technology acceptance model, image congruence and cultural differences in facial recognition payment adoption

Abstract

Purpose

This study investigated the impacts of the technology acceptance model (TAM) determinants and image congruence on attitude and, in turn, behavioral intentions. In addition, the differences between the US and Korean consumers in terms of the predictors of attitude were assessed.

Design/methodology/approach

The data were collected via an online survey from 342 South Korean and 353 American consumers who patronized a restaurant within a three-month timeframe.

Findings

The findings revealed that two dimensions of TAM and three sub-factors of self-image congruence positively affected customer attitude toward face recognition (FR) payment. Customer attitude also significantly influenced behavioral intentions toward FR payment. Lastly, the cultural differences between the Korean and American consumers played significant moderating roles in the relationships between perceived usefulness and attitude as well as between actual self-image congruence and attitude.

Originality/value

No prior empirical research has incorporated cultural differences into the FR payment acceptance model. Unlike previous research, the current study included cultural differences as a moderator of the relationships between the five predictors (i.e. two predictors from TAM and three dimensions of self-image congruence) and attitude toward FR payment in the research model.

Citation

Kim, H.M., Kim, J.(S)., Joo, K. and Hwang, J. (2025), "Investigating the technology acceptance model, image congruence and cultural differences in facial recognition payment adoption", Asia Pacific Journal of Marketing and Logistics, Vol. 37 No. 1, pp. 20-41. https://doi.org/10.1108/APJML-01-2024-0123