Resumen
- To establish if the usefulness and benefits of biometrics exceed consumers’ perceived risk, this research assessed the impact of perceived risks on the intention to use biometric technology by consumers of financial products in Bogota, Colombia, adapting the technology acceptance model (TAM). The design includes, first, a qualitative stage with ten in-depth interviews. Second, a survey was applied to a sample of 410 participants. Results showed users are willing to adopt biometrics in banking if they find it useful and if they have a positive perception regarding the capacity to guarantee transactions and to positively identify the user in the system (risk-free), which are mostly time, convenience and social risks. The findings-conclusions have marketing implications for academic researchers, financial services companies and professionals that take part in the design of this technology, who may propose improvements to the products and streamline management and communication processes aimed at the consumer.