A Comprehensive structural model of factors influencing customers\u27 intention to use biometrics in the hospitality industry

Hoteliers have installed new technology, such as self-service and wireless technology, to improve customer service or to increase revenue. However, it seems that they tend to either be unaware of or ignore potential vulnerability of their systems when they add more technologies. The underestimated risks can possibly result in massive losses for hoteliers from identity theft and related frauds. Another security issue could be categorized as property security, such as protecting customers from thefts or terrorists. Customers who are aware of these risks from either direct or indirect experience may become more open to new methods of identification verification, such as biometrics. Biometrics (e.g., fingerprint or iris scanning) has the potential to increase convenience, data security, and property security for hotel customers. Meanwhile, consumers have expressed concerns about privacy, uncomfortable feelings, and physical harm while using this innovative technology. The purpose of this study is to explore not only influential factors that customers consider in accepting biometrics, but also moderating impacts of demographic factors (gender, age, education level, and hotel stay frequency) on their intention to use biometrics. No published research has tested these variables simultaneously, particularly in the hospitality context. This study found that perceived usefulness, ease of use, subjective norm, convenience, data security, property security, and personal concerns have significant impacts on intention to use biometrics. Gender, age, education level, and hotel stay frequency played important roles in the relationships between the proposed determinants and intention to use biometrics