مطالعات مدیریت کسب و کار هوشمند (Aug 2020)
Drivers Affecting the Users' Attitudes Towards Using Financial Services in Blockchain-Based Platforms
Abstract
Research Article Hamed Heidari* Morteza Mousakhani** Abstract: Providing financial services on Blockchain-based platforms as a new approach to financial markets has a lot of room for growth. This demonstrates the need to study and identify the drivers of users' attitudes towards using Blockchain-based financial services. For this purpose, technology adoption models have been used. Using a combination of several technology adoption models, this research aims to study the factors affecting customers' intention to use financial services in Blockchain-based platforms to determine what factors drive users to use them. For this purpose, first, the literature was studied and a conceptual framework was extracted, and in accordance with the model, a structural equation model has been developed. The results have shown that the individual tendency to trust and also structural guarantees, directly affect initial trust and in the following users’ initial trust influences users' behavioral intentions. In addition, technological features and task characteristics, directly influence technology-task fit and technology-task fit affects users' behavioral intention. Furthermore, expecting performance directly affects the behavioral intention of users. This study has concluded that the propensity to use financial services in Blockchain-based platforms is under the influence of social needs and even Blockchain constraints cannot reduce the desire to use financial services based on this technology. * Ph.D. Student, Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. ** Faculty Member, Department of Management, Science and Research Branch, Islamic Azad University, Tehran (Corresponding Author: [email protected]) , Iran. *** Faculty Member, Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. **** Faculty Member, Department of Management Faculty of Management, University of Tehran, Tehran, Iran. ****** Faculty Member, Department of Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. Received: July 16, 2019 Accepted: January 20, 2020 Research Article Drivers affecting the users' attitudes towards using financial Services in Blockchain-Based Platforms Hamed Heidari* Morteza Mousakhani** Mahmood Alborzi*** Ali Divandari **** Reza Radfar****** Abstract: Providing financial services on Blockchain-based platforms as a new approach to financial markets has a lot of room for growth. This demonstrates the need to study and identify the drivers of users' attitudes towards using Blockchain-based financial services. For this purpose, technology adoption models have been used. Using a combination of several technology adoption models, this research aims to study the factors affecting customers' intention to use financial services in Blockchain-based platforms to determine what factors drive users to use them. For this purpose, first, the literature was studied and a conceptual framework was extracted, and in accordance with the model, a structural equation model has been developed. The results have shown that the individual tendency to trust and also structural guarantees, directly affect initial trust and in the following users’ initial trust influences users' behavioral intentions. In addition, technological features and task characteristics, directly influence technology-task fit and technology-task fit affects users' behavioral intention. Furthermore, expecting performance directly affects the behavioral intention of users. This study has concluded that the propensity to use financial services in Blockchain-based platforms is under the influence of social needs and even Blockchain constraints cannot reduce the desire to use financial services based on this technology. * Ph.D. Student, Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. ** Faculty Member, Department of Management, Science and Research Branch, Islamic Azad University, Tehran (Corresponding Author: [email protected]) , Iran. *** Faculty Member, Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. **** Faculty Member, Department of Management Faculty of Management, University of Tehran, Tehran, Iran. ****** Faculty Member, Department of Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. Received: July 16, 2019 Accepted: January 20, 2020
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