Bridging the Intention–Behavior Gap in Facial Recognition Payment from an Innovation Resistance Perspective: A Mixed-Method Approach

Face Recognition Payment (FRP) technology and devices in the offline market continue to mature and popularize, and how to further promote the use of FRP deserves our attention. Previous studies have focused more on the antecedent elements that influence users’ intention to use FRP. To date, we still know little about what motivates the gap between FRP use intention and behavior. We conduct a two-stage study using a mixed-methods approach. We conduct 142 interviews in Study 1 to identify barriers to this study. Based on this, the appropriate research model is formulated. In study 2, we collect a valid sample of 275 data points and employ regression analysis to examine the model. To answer this question, this study adopts innovation resistance theory (IRT) to develop a research model. The results suggest that the degree of influence of FRP use intention on use behavior depends on users’ habits, complexity, embarrassment, perceived privacy risk, and expected switching costs. All of these factors negatively influence the extent to which intention acts on behavior. This study helps bridge the FRP use intention–behavior gap and provides practical suggestions for offline retailers and design units in designing and marketing FRP technology in a rational way.