Understanding People’s Intention To Use Facial Recognition Services

With the development of artificial intelligence technology,facial recognition services have been integrated into social management,public services,and security fields.Understanding the factors influencing the use of facial recognition services is of great practical significance for facial recognition service providers to promote facial recognition services in the whole society,and provide theoretical guidance and practical countermeasures for facial recognition service providers.Different from most studies that only understand the use of facial recognition services from the cognitive level,this study uses both cognitive and affective perspectives to understand the factors that motivate and hinder the use of facial recognition services,to fill the gap of emotion in individual behavioral decision-making in the context of facial recognition services.Based on the cognition-affect-conation(CAC)pattern,this study explores the factors that influence the intention to use facial recognition services.Firstly,from the perspective of driving factors,the mediating role of satisfaction(affect)was used to investigate the influence of network externality(cognition)on the intention to use facial recognition services.Secondly,from the perspective of obstacle factors,the study analyzed how perceived privacy risk(cognition)influences the intention to use facial recognition services through the mediating role of privacy cynicism(affect).Finally,the moderating effects of resistance to change on affective elements(i.e.,satisfaction and privacy cynicism)and intention to use were explored.In this study,partial least squares structural equation model(PLS-SEM)was used to analyze data from 478 facial recognition service users in China.The results show that satisfaction positively affects the intention to use facial recognition services,while privacy cynicism negatively affects the intention to use facial recognition services.Perceived complementarity and perceived compatibility(subdimension of the network externality)positively influenced satisfaction,while perceived critical mass had no significant effect on satisfaction,and perceived privacy risk positively influenced privacy cynicism.Affective elements play a complete mediating role between cognitive elements and intention to use.Resistance to change positively moderates the relationship between privacy cynicism and intention to use facial recognition services,while the moderating effect between satisfaction and intention to use facial recognition services is not significant.By combining cognitive and affective factors,this study enriched people’s knowledge of facial recognition service use,revealed the mediating role of affective factors(satisfaction and privacy cynicism)between cognitive factors and intention to use,found the moderating factors between affective factors and intention to use in the context of facial recognition service,and extended the cognitive boundary of facial recognition service use.It also provides a theoretical basis for facial recognition service providers to optimize their services according to user feedback.