The Role of User Self-Efficacy for the Acceptance of Biometrics Fingerprint

Authentication System in E-commerce: The Use of UTAUT Model

Fahad Al-Harby, Rami Qahwaji, and Mumtaz Kamala

School of Computing, Informatics and Media, University of Bradford BD7 1DP, UK

Abstract

Biometrics technology has move towards to attract enlarged concern as a means of trustworthy user
authentication that assists launch the identity of an authentic user. This study adopted the Unified Theory of
Acceptance and Use of Technology (UTAUT) model to explore factors such self-efficacy that determine the
adoption of biometrics authentication system in e-commerce. In a developing country; namely Saudi Arabia.
306 participants were anticipated in a large scale laboratory experiment, using an amended version of the
UTAUT model. The model has confirmed its effectiveness as a good predictor for the fingerprint system.
Implications for decision makers, moreover, suggestions for future research are considered in this study.

Keywords: Authentication, Biometrics, E-commerce, Fingerprint, UTAUT

Theory and background

The term biometrics comes from the Greek words bios, meaning life, and metron, meaning evaluate.
Biometrics may be defined as measurable physiological or behavioural characteristics, or both, that can be used
to authenticate the identity of individuals, and include fingerprint , hand geometry, retinal , iris , facial , and
signature verification (Ashbourn, 2000). Biometric authentication is considered the automatic identification, or
identity verification, of an individual using either a biological feature they possess (physiological characteristic
like a fingerprint) or something they do (behavioural characteristic, such as a signature) (Wayman & Alyea,
2000). Intended for authentication principles, an individual should first be registered in a biometric system and
the system must confirm the claimed identity by comparison with a reference template. Authentication attempts
to answer the question, “Is this X?” (Newton & Woodward, 2005). Figure 1 shows the biometrics authentication
system in logical blocks1.

Figure 1 the Biometrics system in logical blocks retrieved 4/4/2009 from

http://isco.ca/Technology/Biometrics.htm

1
http://isco.ca/Technology/Biometrics.htm
 The research adapted the (UTAUT) model to investigate factors such self-efficacy, that determine the
acceptance of biometrics authentication system within e-commerce environment in Saudi Arabia as an example
of a developing country where e-commerce services are still being developed. The outcomes of this study will
assist decision makers to achieve a better understanding of the factors that determine individuals‟ acceptance of
e-commerce services.

UTAUT proposes that four constructs act as determinants of behavioural intentions to use the
technology: 1) Performance expectancy: „„the degree to which an individual believes that using the system will
help him or her attain gains in job performance.‟‟ 2) Effort expectancy: „„The degree of ease associated with the
use of the system.‟‟3) Social influence: „„the degree to which an individual perceives that important others
believe he or she should use the new system. Social influence is system- or application-specific, whereas
subjective norm relates to non-system-specific behaviour.‟‟4) Facilitating conditions: „„The degree to which an
individual believes that an organizational and technical infrastructure exists to support use of the system.‟‟
Moreover, UTAUT also posits the role of four key moderator variables: gender, age, experience, and
voluntariness of use (S. Al-Gahtani, Hubona, & Wang, 2007; Venkatesh, Morris, Davis, & Davis, 2003). Figure
2 shows the UTAUT model.

Figure 2 UTAUT Model as adapted from Venkatesh, V., Morris, M., Davis, G., & Davis, F. D. (2003). User
acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.

Self-efficacy is defined as a user‟s self confidence in his or her ability to carry out tasks across multiple
computer application domains (Monsuwe´ , Perea, Dellaert, & Ruyter, 2004). A number of studies have
examined the relationship between self-efficacy with respect to information technology IT use (S. Al-Gahtani et
al., 2007; Al-Somali, Gholami, & Clegg, 2008; Bandura, 1977a; Hernández-Ortega, Jiménez-Martínez, & José
Martín-De Hoyos, 2008; Wang, Wang, Lin, & Tang, 2003). Based on the theoretical and empirical support from
the IS literature, it can be concluded that, the stronger a person‟s self-efficacy beliefs, the more likely he or she
attempts to complete the required tasks.

Problem and Purpose

Within a new technology such biometrics authentication system, UTAUT offers great promise to
develop our consideration of user acceptance. Hence this research focuses on two main questions: Does UTAUT
hold up in the context of Saudi Arabia? What factors determine the adoption of biometrics authentication system
in e-commerce? The main focus of this research is to further validate UTAUT in the Saudi context of biometrics
authentication in e-commerce.

Methods

To examine the using of fingerprint system in e-commerce system, a fingerprint log in system was built
for that motivation. The experiment has a survey tools to appraise the affect of self-efficacy in incorporated with
UTAUT. This study is a part on a large study measuring the acceptance of using a fingerprint system as an
advance technology to protect the e-commerce services. The survey items used the 5-point Likert scales, ranging
from strongly agree to strongly disagree. All items was adapted from many papers were commonly been used in
prior UTAUT researches (S. Al-Gahtani, 2001; S. Al-Gahtani et al., 2007; Al-Somali et al., 2008; AlAwadhi &
Morris, 2008; Bandura, 1977a; Davis, 1989; Hernández-Ortega et al., 2008; Venkatesh et al., 2003; Wu, Tao, &
Yang, 2007; Yu, Ha, Choi, & Rho, 2005).

Conclusion

The introduced of self-efficacy to the UTAUT model is shown to be a good measure for the adoption
and acceptance of fingerprint biometric authentication application. The Labourite research developed for this
study could be used as an indicator for the accomplishment of the acceptance of introducing fingerprint
biometric technologies in e-commerce applications for users and institutions. The benefits of this study lies in its
derivation of its factors from earlier theoretical research. The practical method utilised in this investigate were
developed through a wide review of the literature. Furthermore, the research variables, which have been used in
many prior authentication applications in e-commerce researches, were found to have adequate reliability and
validity.

References

Al-Gahtani, S. (2001). The applicability of TAM outside North America: An empirical test in the United
Kingdom. Information Resource Management Journal, 14(3), 37-46.
Al-Gahtani, S., Hubona, G., & Wang, J. (2007). Information technology (IT) in Saudi Arabia: Culture and the
acceptance and use of IT. Information & Management, 44, 681–691.
Al-Somali, S. A., Gholami, R., & Clegg, B. (2008). An investigation into the acceptance of online banking in
Saudi Arabia. Technovation, In Press, Corrected Proof.
AlAwadhi, S., & Morris, A. (2008). The use of the UTAUT model in the adoption of e-government services in
Kuwait. Paper presented at the 41st Hawaii International Conference on System Sciences.
Ashbourn, J. (2000). Biometrics: Advanced Identity Verification: The Complete Guide. London: Springer-
Verlag, London.
Bandura, A. (1977a). Self-efficacy: Towards a unifying theory of behavioral change. Psychological Review, 84,
191–215.
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology.
MIS Quarterly, 13(3), 319-340.
Hernández-Ortega, B., Jiménez-Martínez, J., & José Martín-De Hoyos, M. (2008). B2C e-commerce
acceptance: The moderating effect of gender. Communications of the IBIMA, 6(16), 104-112.
Monsuwe´ , T. P., Perea, T., Dellaert, B. G., & Ruyter, K. D. (2004). What drives consumers to shop online? A
literature review. International Journal of Service Industry Management, 15(1), 102–121.
Newton, E. M., & Woodward, J. D. (2005). BIOMETRICS: A TECHNICAL PRIMER. Paper presented at the
Digital Government Civic Scenario Workshop. Retrieved 26/11/2007, from
www.ksg.harvard.edu/digitalcenter/conference/papers/Biometrics.pdf.
Venkatesh, V., Morris, M., Davis, G., & Davis, F. D. (2003). User acceptance of information technology:
Toward a unified view. MIS Quarterly, 27(3), 425-478.
Wang, Y., Wang, Y., Lin, H., & Tang, T. (2003). Determinants of user acceptance of internet banking: an
empirical study. International Journal of Service Industry Management, 14(5), 501-519.
Wayman, J. L., & Alyea, L. (2000). Picking the Best Biometric for Your Applications. National Biometric Test
Center Collected Works, 1( ), 269-275.
Wu, Y., Tao, Y., & Yang, P. (2007). Using UTAUT to explore the behavior of 3G mobile communication users.
Yu, J., Ha, I., Choi, M., & Rho, J. (2005). Extending the TAM for a t-commerce. Information and Management,
42(77), 965-976.