Factors Influencing Consumers’ Behavioral Intention to Use Facial Recognition Payment on E-Commerce Platforms in China

Abstract

This study investigates the factors influencing consumers' behavioral intention to use FR payment (FRP) on e-commerce platforms in China, drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT). A survey was conducted, collecting data from 409 respondents through the survey. Structural equation modeling was employed to analyze the data using SmartPLS 4.0. The results reveal that performance expectancy (PE), social influence (SI), and facilitating conditions (FC) positively influence consumers' behavioral intention (BI) to use FRP. However, effort expectancy (EE) does not significantly influence BI. These findings contribute to the theoretical understanding of digital payment adoption and offer practical insights for e-commerce platforms and policymakers in promoting FRP adoption and usage.