Responsible Behavior in Mega-Sports Events Under Facial Recognition Technology Surveillance

This study investigates how facial recognition technology (FRT) shapes socially responsible behavioral intentions at mega-sport events. Integrating the Technology Acceptance Model and the Theory of Planned Behavior, it examines how perceived usefulness, perceived surveillance, attitudes, subjective norms, and behavioral control influence ethical conduct. Survey data from Australian event attendees were analyzed using structural equation modeling. Results show that perceived usefulness significantly predicts both favorable attitudes and responsible intentions. While perceived surveillance does not directly affect attitudes, it positively shapes subjective norms and behavioral control. These findings suggest that FRT can support prosocial behavior when presented as beneficial and empowering. Organizers should prioritize not only system efficiency but also how surveillance is communicated and perceived. Normative messaging, staff modeling, and opt-in options can enhance agency and foster alignment with shared expectations. FRT should be positioned as part of a broader behavioral strategy, not solely as a security upgrade.