Facial Payment Use in China: An Integrated View of Privacy Concerns and Perceived Benefits

This paper presents a study design intended to investigate the privacy concerns and benefits related to the adoption of facial payment technology from a privacy calculus perspective. In the proposed research model, relative advantages, including convenience, availability, and security, are considered as perceived benefits in facial payment adoption and assumed to exert a positive influence on the adoption of facial payment. The privacy concern, involving threat appraisal (perceived severity and vulnerability) and coping appraisals (response efficacy and self-efficacy), are articulated as perceived risks. Threat appraisals negatively affect people’s intention to use facial payment technology, whereas coping appraisals positively influence their usage. Based on privacy calculus framework, the benefit-risk analysis shapes people’s adoption behavior of facial payment technology. In addition, personal innovativeness is set as moderators in the proposed model. This research might contribute to literature on privacy concerns and facial payment technology use, and offer practical implications for facial payment providers.