研究区块链技术对在线平台交易的影响:风险厌恶和技术偏好重要吗?

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2021-08-17 DOI:10.1080/15332861.2021.1961188
Nesrine Ben Amor, Imène Ben Yahia
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引用次数: 9

摘要

摘要尽管区块链作为解决信任和透明度问题的有希望的解决方案,在行业和服务中具有巨大的潜力,但在营销领域的相关研究却很少。本研究运用技术接受模型(technology acceptance Model, TAM)理论,在考虑消费者特征的情况下,考察区块链技术对在线平台的附加价值。收集了212个区块链在线平台用户的数据。研究结果表明,区块链在安全和隐私方面的特征增强了在线平台的感知有用性和易用性,从而带来更强的信任和更多的实际交易。此外,研究结果表明,风险厌恶只会削弱有用性与信任之间的关系。它对易用性对信任的影响确实没有显著的影响。研究结果还表明,技术狂热促进了意图和实际交易之间的关系。该研究对学术界和工业界具有启发意义。
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Investigating Blockchain Technology Effects on Online Platforms Transactions: Do Risk Aversion and Technophilia Matter?

Abstract

Despite its immense potential for industries and services as a promising solution for trust and transparency problems, Blockchain related studies in the field of Marketing are rare. This research mobilizes the technology acceptance Model (TAM) theory to investigate the added value of blockchain technology to online platforms while taking into consideration consumers characteristics. Data from 212 users of online platforms endowed with blockchain technology were collected. Findings demonstrate that blockchain features in terms of security and privacy enhance the perceived usefulness and the perceived ease of use of the online platform, leading to stronger trust and more actual transactions. In addition, results demonstrate that risk aversion weakens only the relationship between usefulness and trust. It has indeed no significant effect on the impact of ease of use on trust. Results also show that technophilia fosters the relationship between intents and actual transactions. The research provides heuristic implications for academia and industry.

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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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