Customer Intention to Use Facial Recognition Technology at Quick-Service Restaurants

Authors

  • Olena Ciftci Department of Nutrition and Hospitality Management The University of Mississippi
  • Eun-Kyong (Cindy) Choi Department of Nutrition and Hospitality Management The University of Mississippi
  • Katerina Berezina Department of Nutrition and Hospitality Management The University of Mississippi

Keywords:

facial recognition, biometric technology, quick-service restaurant, technology adoption, unified theory of acceptance and use of technology (UTAUT)

Abstract

This study aims to provide a model that examines the predictors of intention to use facial recognition technology by customers in quick-service restaurants. The proposed model combines the unified theory of acceptance and use of technology (UTAUT) and contextual constructs, such as hedonic motivations, personal innovativeness, trust, perceived privacy, and security protection. The model was tested via structural equation modeling (SEM) by using data collected from a sample of quick-service restaurant customers. The findings of the study provide a valuable theoretical contribution to academia and practical implications for the restaurant managers.

Author Biographies

  • Olena Ciftci, Department of Nutrition and Hospitality Management The University of Mississippi

    Olena Ciftci, MS, CHIA, is a Ph. D. student in the Department of Nutrition and Hospitality Management at the University of Mississippi. Her primary research areas are information systems, revenue management, and consumer behavior in the hospitality industry.

  • Eun-Kyong (Cindy) Choi, Department of Nutrition and Hospitality Management The University of Mississippi

    Eun-Kyong (Cindy) Choi, Ph.D., CHE, CHIA, is an Assistant Professor in the Department of Nutrition and Hospitality Management at the University of Mississippi. Her research focuses on social media marketing, service quality management, and environmentally friendly hotels.

  • Katerina Berezina, Department of Nutrition and Hospitality Management The University of Mississippi

    Katerina Berezina, PhD, CHTP, CRME, CHIA, is an Assistant Professor in the Department of Nutrition and Hospitality Management at the University of Mississippi. Her research interests are in the areas of information technology in hospitality and tourism, electronic distribution, and revenue management.

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Published

2020-01-01

Issue

Vol. 17 No. 5 (2020)

Section

Articles

License

e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.

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How to Cite

“Customer Intention to Use Facial Recognition Technology at Quick-Service Restaurants” (2020) e-Review of Tourism Research, 17(5). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/558 (Accessed: 4 October 2024).

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