Factors Affecting the Use of Facial Recognition Technology for Payment Transactions of Bangkok Consumers
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Abstract
This article aimed to study the factors affecting the use of facial recognition technology for payment transactions by Bangkok consumers. The study used a quantitative approach and a survey method to collect data from 385 respondents in Bangkok who were at least 15 years old. Using a random sampling method to determine the sampling pattern is accidental selection because the exact population is unknown. Data were collected using a questionnaire. Descriptive statistics were used to characterize the sample's baseline characteristics, and multivariate analysis applying linear regression was employed to determine the variables influencing the adoption of facial recognition technology for consumer payment transactions. The study found that security, usage intention, social image, and perceived usefulness positively influence consumers' intention to use facial recognition technology for payment transactions, with statistical significance at the 0.05 level. These factors can together explain up to 85.5% of the use of facial recognition technology for payment transactions. Therefore, the development of technology to be compatible with consumer needs must consider these factors together. In addition, relevant agencies should educate the public about facial recognition technology to create understanding and reduce concerns about using this technology.
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