Understanding Consumer Innovativeness and Its Consequences in the Context of Facial Recognition Payment: A Cross‐Cultural Study

ABSTRACT This research proposed that eight dimensions of consumer innovativeness positively affect attitude towards facial recognition payment (FRP), which in turn has a positive influence on desire to use this technology. Additionally, it was hypothesized that attitude, desire, and switching costs significantly affect behavioral intentions towards using FRP. Lastly, it was proposed that the moderating role of culture differences (i.e., Korean vs. U.S. consumers) affects the relationships between consumer innovativeness and attitude. The data was collected from 339 Korean and 344 U.S. consumers. The data analysis results showed that the following four dimensions of consumer innovativeness positively influenced attitude: (1) novelty seeking; (2) eagerness; (3) quality experience seeking; and (4) social distinctiveness. Also, behavioral intentions were significantly affected by attitude, desire, and switching costs. Finally, cultural differences significantly moderated the relationships between the following three dimensions and attitude: (1) novelty seeking; (2) eagerness; and (3) social distinctiveness.