Defining Biometrics With Privacy and Benefits: A Research Agenda

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2023-04-19 DOI:10.1177/14413582231167645

Ryan Payne, Brett A. S. Martin, S. Tuzovic, Shasha Wang

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引用次数: 1

Abstract

This conceptual paper defines and gives examples of biometrics, explains how biometric tracking is currently used (e.g. to predict IQ), and presents innovative future uses of biometric tracking (e.g. to customize the price of products in real time). Specifically, this paper outlines a novel biometric pricing technology (BPT) which uses facial tracking to set the price of products using a new participatory dynamic pricing (vs. static pricing) system. Based on the privacy paradox, this paper addresses the acceptance, concerns and usage of a new emerging technology by consumers and its potential applications. To explore this, we develop a typology of perceived benefits and perceived privacy to predict consumer reactions to biometric technology. In addition, we present a research agenda to guide future research on biometric pricing technology. This research agenda offers new insights on how biometric tracking and specifically biometric price setting could be explored from multiple angles, including the consumer experience, technology acceptance, online profiling, governance, public policy, regulation, ethical and future usage-based perspectives.

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定义具有隐私和利益的生物识别:一个研究议程

这篇概念性论文定义并给出了生物特征学的例子，解释了目前如何使用生物特征跟踪（例如预测智商），并介绍了生物特征跟踪的创新未来用途（例如实时定制产品价格）。具体而言，本文概述了一种新的生物识别定价技术（BPT），该技术使用面部跟踪，使用新的参与式动态定价（相对于静态定价）系统来设定产品价格。基于隐私悖论，本文探讨了消费者对一种新兴技术的接受、关注和使用及其潜在应用。为了探索这一点，我们开发了一种感知利益和感知隐私的类型，以预测消费者对生物识别技术的反应。此外，我们还提出了一个研究议程，以指导生物识别定价技术的未来研究。这项研究议程为如何从多个角度探索生物特征跟踪，特别是生物特征价格设置提供了新的见解，包括消费者体验、技术接受度、在线分析、治理、公共政策、监管、道德和基于未来使用的角度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.