Disclosing facial images to create a consumer’s profile

Disclosing facial images to create a consumer’s profile PurposeFacial recognition systems represent a viable solution to today’s hotels’ security and service challenges. The purpose of this study was to build and empirically validate a conceptual model that examined consumers’ willingness to create a profile based on biometric information disclosed via facial recognition systems.Design/methodology/approachData were collected from 421 US general population consumers who stayed in hotels. The study used a confirmatory factor analysis to test the measurement model and a structural equation modeling approach to empirically validate the structural model.FindingsIt was found that the benefit of information disclosure was the strongest predictor of value of disclosure and that value of disclosure and privacy concerns influenced consumers’ willingness to disclose biometric information. In turn, consumers’ willingness to disclose biometric information and their desire to be loyal to hotels influenced consumers’ willingness to create a profile.Originality/valueTo the best of the author’s knowledge, this is the first study to examine profile creation and biometric information disclosure via facial recognition systems in hotels, a technology that is likely to disrupt the current authentication and service quality models in hotels. This study also advances the literature by expanding the scope of the privacy calculus by adding social rewards, and by elucidating the role of desires in service contexts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Disclosing facial images to create a consumer’s profile

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-08-2018-0701
Publisher site
See Article on Publisher Site

Abstract

PurposeFacial recognition systems represent a viable solution to today’s hotels’ security and service challenges. The purpose of this study was to build and empirically validate a conceptual model that examined consumers’ willingness to create a profile based on biometric information disclosed via facial recognition systems.Design/methodology/approachData were collected from 421 US general population consumers who stayed in hotels. The study used a confirmatory factor analysis to test the measurement model and a structural equation modeling approach to empirically validate the structural model.FindingsIt was found that the benefit of information disclosure was the strongest predictor of value of disclosure and that value of disclosure and privacy concerns influenced consumers’ willingness to disclose biometric information. In turn, consumers’ willingness to disclose biometric information and their desire to be loyal to hotels influenced consumers’ willingness to create a profile.Originality/valueTo the best of the author’s knowledge, this is the first study to examine profile creation and biometric information disclosure via facial recognition systems in hotels, a technology that is likely to disrupt the current authentication and service quality models in hotels. This study also advances the literature by expanding the scope of the privacy calculus by adding social rewards, and by elucidating the role of desires in service contexts.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Aug 12, 2019

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