查看文章

Technological development has drastically changed customers' daily lives by offering them new ways to shop. It also creates more opportunities for business to achieve sustainable success; however, both scholars and managers are still having relative difficulty in fully grasping customer behavior in terms of technology acceptance during the Industry 4.0. This study aims to investigate the possible factors that drive Chinese customers' willingness to utilize facial recognition payment. The findings showed that factors such as perceived enjoyment, facilitating conditions, personal innovativeness, coupon availability, perceived ease of use (PEOU), perceived usefulness (PU), and users' attitude are main drivers of customers' decisions to use facial recognition payment. Also, we found that gender differences exist in the adoption of facial recognition payment. Facilitating conditions have stronger effects on men's attitude …