This paper presents a study design intended to investigate the privacy
concerns and benefits related to the adoption of facial payment
technology from a privacy calculus perspective. In the proposed research
model, relative advantages, including convenience, availability, and
security, are considered as perceived benefits in facial payment
adoption and assumed to exert a positive influence on the adoption of
facial payment. The privacy concern, involving threat appraisal
(perceived severity and vulnerability) and coping appraisals (response
efficacy and self-efficacy), are articulated as perceived risks. Threat
appraisals negatively affect people’s intention to use facial payment
technology, whereas coping appraisals positively influence their usage.
Based on privacy calculus framework, the benefit-risk analysis shapes
people’s adoption behavior of facial payment technology. In addition,
personal innovativeness is set as moderators in the proposed model. This
research might contribute to literature on privacy concerns and facial
payment technology use, and offer practical implications for facial
payment providers.