The adoption of face recognition-based mobile payment in tourism area: a comparative evaluation between China and Spain

Abstract

[eng] This study aims to provide an integrated model that compares the face recognition mobile payment technology acceptance between China and Spain in the tourism industry. The proposed model, which combines the unified theory of acceptance and use of technology (UTAUT) and national culture moderating effect, was tested via partial least squares structural equation modelling (PLS-SEM) by using data collected from 213 responders (105 Spanish and 108 Chinese). The study results indicated that regarding the adoption of the mobile payment system through face recognition, the order of most important constructs in the intention to use for China is: social influence, followed by effort expectancy. As for Spain, the most affective construct is performance expectancy, followed by social influence. The empirical findings provide fundamental but valuable insights of the use intention towards this newly born mobile payment method, and the distinct differences and common trends between Chinese and Spain were observed with a clear indication of the proper strategy to be deployed by the face recognition payment service providers in the tourism area.