2024-09-03 23:38:33
You’ve probably used your face to unlock your smartphone. If you travel abroad, you’ve used your face to enter and exit the country. You’ve probably even used your face to “verify” your online dating profile. But would you use your face to pay for your morning coffee?
Although facial recognition technology is not new, Payment Technology (FRPT) is – and is Grows very fast.
estimate 495 million Chinese shoppers In 2021, 1.5 million people in China used FRPT, about one-third of the Chinese population. In 2025, financial institutions such as JPMorgan Chase and Japanese NEC Plan to implement FRPT.
But will shoppers in Australia and New Zealand be so willing to embrace the technology?
The psychology of facial payment
Our New research Delve deeper into the psychological factors that may encourage shoppers to try FRPT.
according to Basic psychological needs theoryPeople have three basic needs when adopting a new technology: autonomy (a sense of mastery and control over the technology), competence (a sense of integrity, reliability, and trust in the technology), and relatedness (a sense of belonging or familiarity with the technology).
We conducted in-depth interviews with 21 potential users to understand what motivates them to adopt the technology and what might hold them back.
If shoppers have access to information, perceive the technology as convenient, trust the retailer, and are incentivized, their autonomy and empowerment will be satisfied. Subsequently, they are willing to try and adopt FRPT.
Our study participants acquired knowledge through a variety of means, including general Internet sources, news sites, social media, and retailers themselves.
Convenience factors, such as guaranteed fast payments, ease of use and time savings, empower participants. As one person put it:
Yes, I understand, if [FRPT] That really covers everything, it will probably be more convenient, and as long as it works the first time, it will probably be faster too.
Brand name, reputation, customer service and regular interaction with retailers increase shoppers’ trust. This, in turn, influences their willingness to try FRPT. Another told us:
In comparison, I trust Woolworths more. […] A small store, not a national brand. Because I believe Woolworths will maintain its image, they will take care of the customer data and their image.
Finally, promotional incentives such as rewards, discounts, or gifts using FRPT can enhance autonomy and encourage trial intention.
Four barriers to adoption
Shoppers are less likely to try and adopt FRPT if they are unfamiliar with the retailer, uncomfortable with existing payment options, perceive a lack of help and are concerned about overspending.
When shoppers are unfamiliar with a retailer or brand, they are more skeptical and uncertain about FRPT. As one person told us:
If you’ve never heard of it, you might be a little skeptical. [If] I have not heard of this retailer or this system […] What is your purpose in adopting this new technology?
The study found that shoppers have their own preferred payment methods, which reduce their adoption of FRPT due to reduced sense of autonomy.
I don’t think I’ll use it. I think I’ll still swipe, or if I set up my phone correctly, maybe I will.
Compared to online, physical stores are the preferred location to try out FRPT. In a physical setting, potential users of FRPT can seek support from staff. As one study participant explained:
I definitely think to try it out in a store first […] I just think that if there is a problem, there is usually someone there who can fix it.
An interesting finding was that respondents expressed concerns about excessive and compulsive consumption. As one respondent explained:
FRPT can be bad because then I can’t say “I don’t have any money”. That’s when your wallet is always open […] Yes, facial recognition is unfortunately here to stay.
Privacy and security are a double-edged sword. Some shoppers are willing to adopt if privacy and security are guaranteed. Others are concerned about facial image storage and data leakage. As one consumer said:
I think it is more convenient than credit cards or cash. [FRPT is] Definitely safer […] The scammer would have to know more about me to fake my face.
Another netizen said:
I don’t think I would use it at all. If a supermarket was hacked and all the data was leaked, you probably wouldn’t know about it, so it’s beyond your control […] I probably wouldn’t believe it.
Calming consumer concerns
Retailers still have a long way to go before they can convince consumers to transact by scanning their faces. Our new research offers some ways forward.
Given consumer concerns about technologies such as deepfakes and other uses of biometric data, retailers should communicate their advanced technologies or partner with reputable FRPT developers.
Retailers who want to use FRPT need to implement in-store signage, point-of-sale graphics, and on-screen videos to communicate the benefits of FRPT. They should also highlight the convenience elements of FRPT as well as the security and privacy protocols.
Once the technology is trialled, retailers will need to deploy additional staff to assist customers and offer promotional incentives, possibly tied to loyalty schemes.
“Alert limits” – in the same way that credit card providers limit “tap and pay” payments above a certain amount – could help mitigate the risk of overspending.
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#convince #consumers #facial #recognition #payment #technology
