Assessing Factors Affecting Consumers' Intention to Adopt Biometric Authentication Technology in E-shopping

This study focuses on Internet users' intention to use biometric technology in e-shopping. For this purpose, the study applies a modified Unified Theory of Acceptance and Use of Technology (UTAUT) to assess the effect of various factors, particularly perceived privacy and credibility regarding consumers' readiness to use biometric devices in e-shopping. A sample consisting of 401 respondents was obtained from Internet user groups. The empirical results of the study indicate that users' acceptance of biometric technology in e-shopping is significantly affected by perceived credibility, perceived privacy, performance expectancy, social influence, and familiarity with technology (experience). Implications for retail firms and Internet practitioners who plan to employ innovative technologies in e-marketing providers are identified, together with a discussion of the study's limitations and avenues for future research.