The antecedents and consequences of task–technology fit of facial recognition payment systems in the restaurant industry: cultural differences

Purpose The purpose of this study is to investigate the key predictors and outcomes of task–technology fit (TTF) of facial recognition payment systems with the moderating role of cultural differences in the restaurant industry. Design/methodology/approach The survey responses were collected from 336 South Korean and 336 US restaurant customers. Findings The results revealed that function significantly affected TTF in both groups. Unique to the Korean sample, emotion was found to be a significant determinant of TTF, whereas convenience and social influence were key predictors of TTF only for the US sample. TTF had significant and positive effects on the three dimensions of behavioral intentions in both groups. The result of multi-group analysis showed that cultural differences moderated the effect of convenience on TTF and the effect of emotion on TTF. Originality/value The authors provided recommendations for restaurant operators and technology companies seeking to improve customer TTF and acceptance of facial recognition payment systems for the first time.