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ISSN:0974-7435Volume10Issue21BioTechnologyAnIndianJournalFULLPAPERBTAIJ,10(21),2014[13241-13246]Exploringemployees'perceptionsofbiometrictechnologyadoptioninhotelsChieh-HengKoDepartmentofHospitalityManagement,CollegeofTourismandHospitality,DaYehUniversity,Chunghua,Taiwan,(R.
O.
C).
Email:rfgu@hotmail.
comABSTRACTBiometrictechnologyisquicklybecomingaprincipalmethodofidentificationintoday'sfast-pacednetworkedandsecurity-conscioussociety.
However,adoptionofnewtechnologyisconsideredsuccessfulwhenemployeesembraceanduseiteffectively.
Thepurposeofthisstudywastoexploreperceptionsandacceptanceofbiometrictechnologybyemployeesinhotels:tryingtofindoutabouttheknowledgebaseavailableaboutbiometricsamonghotelemployees.
Thisstudyapplytechnologyacceptancemodel(TAM)toconductthisresearch.
Theresultsindicatedthat77%ofemployeesarereadytoadoptbiometricsystemsinhotels,especiallyiftheyareperceivedasuseful.
KEYWORDSBiometrictechnology;Technologyacceptancemodel(TAM);Hotel.
13242Exploringemployees'perceptionsofbiometrictechnologyadoptioninhotelsBTAIJ,10(21)2014INTRODUCTIONTheuseoftechnologyinthehospitalityindustryisdrivenbytheneedtoimproveandrefinecustomerservice[1],improveoperationalefficiency[2],increaserevenueandloweroverallcosts[3].
Consequently,thehospitalityindustryisapttoadoptandincorporatenewtechnologiestoameliorateexistingbusinessprocess.
Onerelativelynewtechnologicaladvancethathasgainedprominenceanduseinrecentyearsisbiometrictechnologies.
Thehistoryofbiometricsinthehotelindustryisrelativelyshort,butitisgenerallyagreedthatbiometricsystemscouldaddvaluetoguests'hotelstayexperiences[4],astheyareviewedassuperiortotraditionalidentificationandaccesstechnologies.
Forhotels,biometricsystemsappeartobepromising,astheycanreducecostsandfraud,andincreaseaccuracyintransactionprocessing,whileofferinguserssecurityandconvenience[5].
Despitethepotentialbenefitsthatthetechnologyhastooffer,acceptanceandadoptionoftechnologybyemployeesandfrontlineemployeesofhotelsisessentialforthesuccessofimplementation[6].
Understandingwhyindividualsacceptorrejectinformationtechnologyinnovationhasprovedtobeoneofthemostchallengingissuesininformationtechnologyresearch[6].
Thus,thisstudyexaminesperceptionsandacceptanceofbiometrictechnologybyemployeesinhotelsandformulatesrecommendationsforthehotelindustryaboutthepotentialuseofbiometricsystemsinhotels.
LITERATUREREVIEWBiometricsTechnologyBiometricsisthetechnologyofidentifyingindividualsorauthenticatingidentityusingdistinctivephysicalorbehavioralpatterns[7].
Biometricsystemsrequiretwooperationaldimensions:(a)enrollment,inwhichbiometricdataareobtainedandlinkedwithaperson'sidentityand(b)authenticationorrecognition,inwhichnewbiometricdataarecomparedwiththestoreddata[8].
Withbiometrics,datafromafingerprint,forexample,arecollectedandtransmittedtoacomputertoprocessestoidentifyamatchwithinthestoreddatabase,allowaccesstoanarea,anddocumenttheentrytimeofagivenindividual.
Thisinformationcanbeprintedorretrievedatalatertimetodetermineallthosewhoaccessedtheareainquestion.
Aninventoryofbiometricsystemsincludesfingerprinting,faceandvoicerecognition,handgeometry,handwritingpatternrecognition,andirisandretinalscanning[5].
Thisdataisaccurate,convenient,andcannotbestolenorreplicatedbecauseitisuniquetoonlyonesubject[9].
Thus,theyareconsideredmorereliablethanthetraditionalrecognitionandidentificationsystems[10].
Thewidespreadapplicationofbiometricsinpersonalidentificationofconsumergoodssuchasportablecomputershasledto$3billioninsalesin2012[11].
Biometricshasalsobeenappliedinairports,byairlines,andcheck-outpointsofsalesandhasproveneffective,convenient,andtimesaving[10].
Thesepointtotheincreasedacceptanceandtrustofthistechnologybyconsumers.
However,adoptionofnewtechnologyisconsideredsuccessfulwhenemployeesembraceanduseiteffectively[12].
Theliteraturereviewrevealedagapinstudiesonbiometricsacceptancebyemployees,yetemployeesareamajorpartoftheequationwhentryingtoimplementsuchtechnology.
Adoptionofnewtechnologyisconsideredsuccessfulwhenemployeesembraceanduseiteffectively[12].
Therefore,thepurposeofthisstudywastoexploreperceptionsandacceptanceofbiometrictechnologybyemployeesinhotels:tryingtofindoutthefactorsthatinfluenceemployees'attitudesandintentionstousebiometricsystemsinhotels.
ResearchModelandHypothesesGenerally,technologyadoptionhasbeenamajortopicformanyscholarsbecauseofitsimportanceinunderstandingtechnologydiffusion[13].
Inthiscontext,manyresearchmodelsattempttounderstandtechnologyacceptance.
Thetheoryofreasonedaction(TRA),popularizedbyFishbeinandAjzen[14][15],suggestedthatsubjectivenorm(beliefs,normbeliefs,andmotivationtocomply)andbeliefandevaluationinfluenceattitudestowardstechnology,whichinturnaffectsbehavioralintentiontouse,translatedintoactions.
Ajzen[15]developedtheTPB,whichwasanextensionoftheTRA,andincludedtheperceivedbehaviorcontrolundertheinfluenceofinteriorandexteriorcontrolfactors.
TAM,awellrespectedmodelusedtounderstandhumanbehaviorandattitudestowardstechnology,focusedonmodelinghowuserscometoacceptandseetechnologyandmanyofthembeingvariantsderivedfromthesameclassofattitudinal/behavioralfactorsrelatingtohowandwhentheywillusetechnology[16].
TAMreducedthebeliefsintheTRAtotwoimportantbeliefs;perceivedeaseofuseandperceivedusefulness[17].
InTAM,behaviorisaffectedbyintentiontousewhichisaresultofattitudestowardsuseoftechnology.
Attitudestowardstheuseoftechnologyareaffectedbyperceivedeaseofuseandperceivedusefulness.
Thus,theTAMproposesadirectbelief–attitude–intentionrelationship[13].
TheliteratureontechnologyadoptionrecognizesvariousextensionsofTAMtofitvarioustechnologicalcontexts[18],assomescholarsarguethatTAM,despiteitsbroadvalidation,needstobeextendedinordertoprovideamorecomprehensiveunderstandingoftechnologyadoption.
Inanefforttounderstandwhatelsedrivesusers'adoptionoftechnologies,AgarwalandPrasad[19]usingRogers's[20]diffusionofinnovationframework,positedthatthemostimmediateinfluencesonanindividual'scognitiveassessmentofinformationtechnologyarerepresentedbyfactorsuniquetotheindividual.
Rogersfoundthatindividualswhoarehighlyinnovativeareactiveseekersofnewideas,cancopewithhigherlevelsofuncertainty,anddevelopmorepositiveintentionstowardacceptance.
AgarwalandPrasad[21]viewedpersonalinnovativenessasexpressingtherisk-takingpropensitythatcertainindividualspossess,anddefineditasanindividual'swillingnesstotryoutanewtechnology.
Thus,inanefforttoincreasethemodel'sexplanatorypower.
TheTAMhasbeenextendedinthisstudybyBTAIJ,10(21)2014Chieh-HengKo13243addinganewhypothesizedrelationshipbetweenperceivedinnovativenesstowardtechnologyandperceivedeaseofuse.
Basedontheliteratures,theconceptualmodelisrepresentedinFigure1andthefollowinghypothesesareproposed:Hypothesis1:Employeeperceptionofusefulnesswillpositivelyinfluencetheirattitudestowardusingbiometricsystemsinhotels.
Hypothesis2:Employeeperceptionofeaseofusewillpositivelyinfluencetheirattitudestowardusingbiometricsystemsinhotels.
Hypothesis3:Employeeperceptionofeaseofusewillpositivelyinfluencetheirperceivedusefulnessofbiometricsystemsinhotels.
Hypothesis4:Employees'attitudeswillpositivelyinfluencetheirintentionstousebiometricsystemsinhotels.
Hypothesis5:Employees'perceivedinnovativenesstowardinformationtechnologywillpositivelyinfluenceperceiveeaseofuseofbiometricsystemsinhotels.
METHODOLOGYAquestionnairewasdesignedaccordingtotheliteratureonTAMtomeasuretheacceptanceofbiometricsystemsinhotels.
Tomeasureperceivedusefulness,thequestionnaireincludedfouritems,measuringtheextenttowhichbiometricsystemsinhotelswouldenhanceemployees'workingefficiency,andallowemployeestodothingsbetter[22].
Thequestionnaireforperceivedeaseofuseincludedfouritems,measuringtheextenttowhichlearningtousebiometricsystemsinhotelswouldbeeasy[22],andwouldnotrequirealotofmentaleffort.
Tomeasureattitudestowardbiometricsystemsinhotels,thescaleincludethreeitemstomeasurethatusingbiometricsystemsinhotelswouldbewise–foolish[23];beneficial–notbeneficial[24].
Thescaleforintentionstousebiometricsystemsinhotelsincludedthreeitems,measuringthattherespondentsintendtousebiometricsystemsinthefuture,whetheritwouldbeoneoftheirfavoritetechnologiestouse[25].
Thescaleforperceivedinnovativenesstowardinformationtechnologywasadaptedfromtheexistingliteratureondomain-specificinnovativeness[26].
Itincludedfouritemsmeasuringtheextenttowhichtherespondentswereamongthefirsttotryoutnewtechnologies,likedtoexperimentwiththenewtechnologies,andlikedtokeepupwiththelatesttechnologicaldevelopmentsintheirareasofinterest[26].
Allitemsabovehavebeenanchoredin5points,withvaluesrangingfrom1=stronglydisagreeto5=stronglyagree.
Thissurveywasconductedwithemployeesandmanagersoffive-starhotelsinTaiwanduringaperiodof12months.
Anumberof768respondentscompletedthesurvey.
Afterremovingtherecordscontainingheavilymissingvalues,atotalof621responsesremainedintheanalysis.
RESULTSStructuralequationmodeling(SEM)wasusedtoanalyzethisresearchmodel.
Fittingthemodeltothesampleresultedinachi-squarevalueof277.
11(p<.
001),with147degreesoffreedom,andanormed-÷2of1.
88.
Furthermore,themodelhadaGFIvalueof.
85,anAGFIvalueof.
81,aNFIvalueof.
90,anIFIvalueof.
94,aTLIvalueof.
93,andaRMSEAvalueof.
07.
Allthefitmeasuresexceededtheirsuggestedvalues,andthus,itwasconcludedthatthemodelfitwasgood.
Theexaminationofconvergentvalidityrequiresscrutinyoffactorloadingsandsquaredmultiplecorrelations(SMCs)ofthemeasurementitems[27].
Allfactorloadingshadvaluesbetween.
64and.
93ontheirunderlyingconstructsandweresignificant(p<.
001).
Inaddition,theSMCswerecalculatedforallitems(TABLE1).
AllitemshadSMCvaluesgreaterthanthesuggestedvalueof.
4[27].
Ontheotherhand,accordingtoFornellandLarcker(1981)[28],discriminatedvalidityisestablishedif,foranytwoconstructs,AandB,theaveragevarianceextracted(AVE)forAandtheAVEforBexceedthesquaredcorrelationbetweenAandB.
Theinter-constructcorrelationswerecalculatedbasedontheaveragedscalesfortheseconstructs,thatis,itemspertainingtoeachunderlyingconstructwereaveraged.
Inthiscase,allAVEscores,rangingfrom.
63to.
83,weregreaterthanthesuggestedcut-offvalueof.
5[28].
Furthermore,theAVEscoresforanytwoconstructsweregreaterthantheircorrespondingsquaredinterconstructcorrelations[28].
Inaddition,thecompositeconstructreliabilities(CCRs)werecalculatedforallconstructs(TABLE1).
Thecompositereliabilityisameasurethatdepictstheextenttowhichanumberofitemsindicateacommonconstruct(Hairetal.
,1998).
Inthisstudy,allCCRvaluesweregreaterthantheacceptablelevelof.
7[29].
Therefore,theconditionsforconvergentanddiscriminantvalidityweremetforallconstructs.
Significanceofthepathloadingsprovidedresultsforhypothesistesting(Figure2).
Perceivedusefulness(=.
76,p<.
001)wasasignificantpredictorofattitudes,thusprovidingsupportforHypothesis1.
Inhotels,employees'useofbiometricsystemsthatareperceivedasusefularelikelytoleadtothedevelopmentofpositiveattitudestowardusingbiometricsystems.
Perceivedeaseofuse(=.
25,p<.
01)hadasignificantdirectimpactonattitudestowardusingbiometricsystemsinhotels,providingsupportforHypothesis2.
Inhotelsettings,userswhoperceivebiometricsystemsaseasytousearelikelytodeveloppositiveattitudestowardusingbiometricsystems.
AsindicatedbytheSMCs,perceivedusefulnessandeaseofusetogetherexplained82%ofthevariabilityinattitudestowardbiometricsystemsinhotels.
Hotelemployeeswilldeveloppositiveattitudestowardusingbiometricsystemsifsuchsystemsareperceivedasusefulandeasytouse.
Thepathcoefficientsofthetwopredictorsofattitudesindicatedthatperceivedusefulnesswasastrongerpredictorofattitudesthanwasperceivedeaseofuse.
Employees'attitudestowarduseofbiometricsystemsinhotelsseemtobemorestronglyinfluencedbyperceptionsofusefulnessthanbyperceptionsofeffort-freeuse.
Furthermore,perceivedeaseofusewasasignificantpredictorofperceivedusefulness(=.
67,p<.
001),explaining49%ofthevariabilityinperceivedusefulness,and13244Exploringemployees'perceptionsofbiometrictechnologyadoptioninhotelsBTAIJ,10(21)2014thus,providingsupportforHypothesis3.
Theeasiertouseabiometricsystemisperceivedtobebyhotelguests,themorelikelyitisthattheyfindituseful.
Ontheotherhand,attitudestowarduseofbiometricsystemsexplainedapproximately77%inthevariabilityofintentionstousebiometricsystemsinhotels(=.
88,p<.
001),thusprovidingsupportforHypothesis4.
Thisresultsuggeststhatguestswhodeveloppositiveattitudestowardtheuseofbiometricsystemsinhotelsarelikelytousethesesystems.
TABLE1:ConfirmatoryFactorAnalysisConstructsandItemsItemLoadingsSquaredMultipleCorrelations(SMC)CompositeConstructReliabilities(CCR)Perceivedusefulness.
912pu1.
72.
51pu2.
83.
71Pu3.
81.
66Pu4.
92.
86Perceivedeaseofuse.
816pe1.
68.
45pe2.
77.
55pe3.
86.
73pe4.
66.
41Perceivedinnovativeness.
853pi1.
81.
62pi2.
76.
52pi3.
77.
64pi4.
82.
68Attitudes.
878at1.
88.
76at2.
91.
85at3.
64.
42at4.
77.
56Intentions.
923in1.
89.
76in2.
87.
82in3.
93.
86TABLE2:ConvergentandDiscriminatedValidityABCDEAPerceivedusefulness.
83BPerceivedeaseofuse.
41.
76CPerceivedinnovativeness.
03.
04.
63DAttitudes.
51.
38.
07.
68EIntentions.
61.
36.
05.
56.
72Althoughexplainingonly9%ofvariabilityinperceivedeaseofuse,perceivedinnovativeness(=.
31,p<.
01)wasfoundtobeasignificantpredictorofeaseofuse,thussupportingHypothesis5.
Afitseemstoexistbetweenemployeesinclinedtowardtechnologyandtheirperceptionsofeaseofuseofbiometricsystems.
Thatis,foremployeeswithageneralinclinationtowardtechnology,biometricsystemswouldeventuallyseemeasiertousethanitwouldbeforemployeesnotinclinedtowardtechnology.
Asexpected,allthehypothesesweresupportedprovidingempiricalvalidationofthisvariantofTAM,whichcanbeusedtoexamineemployees'intentionstousebiometricsystemsinthehotelindustry.
BTAIJ,10(21)2014Chieh-HengKo13245Figure1:ModelTestingResultsCONCLUSIONSThepurposeofthisstudywastodeterminethemannerinwhichemployees'perceptionsofusefulnessandeaseofuseaffectedtheirattitudestowardandintentionstousebiometricsystemsinhotels.
Astheresultsindicated,thestrongestpredictorofattitudeswasperceivedusefulness.
Accordingly,biometricsystemsshouldprovideevidenceofsuperiorityrelativetothealternativesystems.
Asbiometricsystemsbecomeincreasinglyavailable,hotelsmightexplainpotentialbenefitstoemployeesinanefforttostirtheircuriosityaboutthesesystems.
Thisapproachmightstimulateemployees'cognitionsrelatedtosystemperformance.
Inturn,thismaytriggerexploratoryuse,whichisbelievedtoimpactperceivedusefulness,withadirectimpactonattitudesandintentionstouse[30].
Toincreaseusefulness,hotelscouldpursuetheintegrationofbiometricsystemswithotherinformationsystems.
Inthatsense,anumberofadvantagescanbeforeseen,especiallyintermsofincreasingefficiency,accuracyandcostsaving.
Firstly,afullyintegratedsystemthatallowsemployeestousethesamebiometricsatmultiplepropertieswoulddefinitelyincreaseworkingefficiency.
Furthermore,anintegrationofbiometricsintoothersystemsthatemployeeshavealreadyadoptedwouldeventuallyresultinaneasieradoptionofthebiometriccomponent,astheirperceptionsofusefulnessmaytransferfromtheexistingtothenewpartsoftheintegratedsystem.
Althoughanotherfactor,perceivedeaseofuse,wasnotastrongpredictorofattitudes,itstronglyimpactedperceivedusefulness.
Itmeansthatemployeeswholearneasilyhowtousebiometricsystemsalsomayseemoreclearlytheirbenefitsinperformingtasks.
Thus,oncehotelsofferbiometricsystems,theyneedtoconvinceemployeesabouttheconvenienceandusefulnessofsuchsystems.
Asperceivedeaseofusewasaweakerpredictorofattitudesthanwasperceivedusefulness,hotelsneedtoimplementbiometricsystemsthatarehighineaseofuse.
Atthesametime,theymustemphasizethatsuchsystemswouldeventuallyoptimizetheirinteractionswithahotel.
Perceivedinnovativenesstowardtechnologywasfoundtobeastrongpredictorofperceivedeaseofuse.
Thisseemstosuggestthatinnovativepeople,whohaveanaturalinclinationtowardtechnologyandarewillingtotakerisks,wouldeasilylearnhowtousesuchsystems,andinturn,theirbeliefsaboutsystemusefulnessmaystrengthen.
However,thismightbeachallengingtaskforhotelsasitisdifficulttodistinguishandclassifyemployeesbasedontheirinnovativeness.
Onewayinwhichhotelscanmoveastepclosertoidentifyingthemostinnovativeemployeesistoexaminetheirpreviousbehaviorintermsoftechnologyadoptionandusage.
Thismayprovidesubstantialhintsintoemployees'perceivedinnovativenesstowardinformationtechnologies.
Overall,alargepercentage(77%)ofthevariabilityinintentionstoadoptbiometricsystemsinhotelswasexplainedbyitspredictors,indicatingthatthisextendedvariantofTAMisanappropriatetheoreticalframeworktoexamineemployees'intentionstousebiometricsystemsinhotels.
Inhotelemployees,perceivedinnovativenesshadasignificantimpactonperceivedeaseofuse.
Inturnperceivedusefulnessandeaseofusehadsignificantimpactsonattitudestowardusingbiometricsystems,andfurther,onintentionstousebiometricsystemsinhotels.
Thus,itcanbeconcludedthat,inspiteoftheirlimitedusebyhotels,biometricsystemsarereadytobeadoptedbyemployees.
pu1pu2pu3pu4pe1pe2pe3pe4pi1pi2pi3pi4.
72.
83.
81.
92.
68.
77.
86.
66.
81.
76.
77.
82PerceivedusefulnessSMC=.
49PerceivedeaseofuseSMC=.
09PerceivedinnovativenessAttitudeSMC=.
82at1at2at3at4.
88.
91.
64.
77IntentionsSMC=.
77in1in2in3.
89.
87.
93.
31.
67.
76.
25.
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