Privacy Protection Behaviour in the Facial Recognition Payment Technology

Cheng, Junyang (2023) Privacy Protection Behaviour in the Facial Recognition Payment Technology. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The purpose of this study is to determine the roles that privacy experiences and the use of facial recognition of payment systems in influencing privacy-protection behaviours. As the number of users and functionality of facial recognition payment systems grows, it is critical to comprehend facial recognition payment user privacy-protection behaviours as well as the psychological underpinnings that drive those behaviours. Perceptions include the users' assessment of their privacy concerns, and the data sharing benefits inherent in the use of these payment methods, which influence the users' behaviours to protect their privacy. Besides privacy concerns, little is known about the emotional distress caused by data cyber - attacks and monitoring incidents. The goal of this paper is to look at the factors that predict anxiousness about data hacking, as well as the role that anxiety and other possibly important factors play in explaining the use of digital privacy protection behaviour. The structural model suggests that privacy concerns play a significant role in shaping the protection behaviours of facial recognition payment users. At the same time, the perceived benefits of sharing data have a strong influence on the patterns of protective behaviour. Additionally, individuals' previous experiences with privacy affect their level of concern. On the other hand, using facial recognition payment methods enhances users' self-confidence and perception of usefulness, which in turn have a notable impact on the advantages of sharing data. Previous studies examine the impact of self-efficacy on protective behaviours have yielded inconsistent results. However, this research sheds light on this matter by revealing that the effect of self-efficacy is contingent on its specific focus. Higher self-efficacy in utilising privacy-related features of a particular technology tends to increase privacy concerns, while higher self-efficacy in more general technology influences protection behaviours through perceived benefits (Jon et al., 2017). Additionally, this study addresses the research gaps by providing valuable insights into the roles of privacy experiences, social media use, and perceived social media benefits in shaping protection behaviours (Lori & Robert, 2022). The study also reveals that the relationship between recent anxiety, particularly related to hacking, is moderated by the profession, particularly in information technology-related fields. Furthermore, the study demonstrates that prior victimisation from hacking predicts anxiety about hacking, and this anxiety, along with privacy self-efficacy, influences digital privacy protection behaviour. The relationship between news exposure to hacking incidents and privacy protection is mediated by privacy self-efficacy. These findings highlight the need for further research in understanding these complex relationships.