IDENTIFICATION OF THE STAGE OF PURCHASE BEHAVIOUR RELATED TO FACIAL BIOMETRIC TECHNOLOGY AMONG BUSINESSES IN SLOVAKIA

Abstract

The implementation of new technologies among businesses is a common practice, in order to keep their market position and to enhance their performance. As the world changes further, high-tech innovations and applications take place. Notably, biometric technologies and the scope of their usage is a recently discussed topic as they represent a huge potential for the improvement of business processes in distinctive areas. Their implementation in businesses generates valuable information about customers and allows businesses to more precisely fulfill their needs and requirements. Related to this, questions about business interest and preparedness for these technologies is in place. The main aim of this paper is to identify the stage of purchase behavior of the investigated businesses operating in Slovakia related to facial biometric technology. Specifically, we focused our attention on the identification of businesses in reference to a particular stage of the AIDA model and further devoted to the description of business from individual stages.