پیشران‌های مؤثر بر تمایل به استفاده از خدمات مالی در پلتفرم‌های مبتنی بر زنجیره بلوکی

حیدری, حامد; موسی‌خانی, مرتضی; البرزی, محمود; دیواندری, علی; رادفر, رضا

doi:10.22054/IMS.2020.44793.1561

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشجوی دکتری مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران.

² عضو هیئت علمی، گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران. (نویسنده مسئول)؛ pres@qiau.ac.ir

³ عضو هیئت علمی، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران.

⁴ عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران.

⁵ عضو هیئت علمی، گروه مدیریت تکنولوژی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران.

https://doi.org/10.22054/IMS.2020.44793.1561

چکیده

ارائه خدمات مالی در پلتفرمهای مبتنی بر زنجیره بلوکی به‌عنوان رویکردی نوین در بازارهای مالی، فضای وسیعی برای رشد دارد. این موضوع، لزوم مطالعه و شناسایی پیشرانهای نگرش کاربران نسبت به استفاده از خدمات مالی مبتنی بر زنجیره بلوکی را نشان میدهد. به این منظور، از مدل‌های پذیرش فناوری استفاده شده است. این پژوهش، با استفاده از ترکیب چند مدل پذیرش فناوری، مطالعه پیشرانهای مؤثر بر تمایل مشتریان به استفاده از خدمات مالی در پلتفرمهای مبتنی بر زنجیره بلوکی را مورد هدف قرار داده است تا مشخص شود که چه عواملی منجر به ترغیب کاربران در استفاده از خدمات مالی در پلتفرمهای مبتنی بر زنجیره بلوکی می‌شود. به این منظور، ابتدا با مطالعه ادبیات، به استخراج عوامل مؤثر بر قصد رفتاری مشتریان به استفاده از خدمات مالی در پلتفرمهای مبتنی بر زنجیره بلوکی پرداخته ‌شده و بر مبنای آن‌ها مدل معادلات ساختاری شکل گرفته است. نتایج تجزیهوتحلیل دادهها نشان داد که گرایش فردی به اعتماد و ضمانتهای ساختاری به‌طور مستقیم بر اعتماد اولیه تأثیرگذار هستند و اعتماد اولیه کاربران نیز بر قصد رفتاری کاربران مؤثر است. از سوی دیگر ویژگیهای فناورانه و ویژگیهای وظیفهای به‌طور مستقیم بر تناسب فناورانه-وظیفهای مؤثر هستند و تناسب فناورانه- وظیفهای بربر قصد رفتاری کاربران تأثیر می‌گذارد. همچنین انتظار عملکرد به‌طور مستقیم بر قصد رفتاری کاربران تأثیرگذار است. همچنین، نتایج این پژوهش نشان داد که تمایل به استفاده از خدمات مالی در پلتفرمهای مبتنی بر زنجیره بلوکی برخاسته از یک نیاز اجتماعی است و حتی با وجود برخی محدودیتهای زنجیره بلوکی کاربران مشتاق نسبت به استفاده از خدمات مالی مبتنی بر این فناوری هستند.

کلیدواژه‌ها

عنوان مقاله [English]

Drivers Affecting the Users' Attitudes Towards Using Financial Services in Blockchain-Based Platforms

نویسندگان [English]

Hamed Heidari ¹
Morteza Mousakhani ²
Mahmood Alborzi ³
Ali Divandari ⁴
Reza Radfar ⁵

¹  Ph.D. Student, Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran

² Faculty Member, Department of Management, Science and Research Branch, Islamic Azad University, Tehran.(Corresponding Author: pres@qiau.ac.ir)

³  Faculty Membe, Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran.

⁴ Faculty Member, Department of Management Faculty of Management, University of Tehran, Tehran

⁵ Faculty Member, Department of Technology Management, Science and Research Branch, Islamic Azad University, Tehran.

چکیده [English]

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: pres@qiau.ac.ir) , 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: pres@qiau.ac.ir) , 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

کلیدواژه‌ها [English]

Blockchain
Personal Propensity to Trust
Structural Assurances Beliefs
Task Characteristics
Task-Technology Fit
Performance Expectancy

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مطالعات مدیریت کسب و کار هوشمند

پیشران‌های مؤثر بر تمایل به استفاده از خدمات مالی در پلتفرم‌های مبتنی بر زنجیره بلوکی

مراجع

مراجع

دوره 8، شماره 32
شهریور 1399
صفحه 27-64

پیشران‌های مؤثر بر تمایل به استفاده از خدمات مالی در پلتفرم‌های مبتنی بر زنجیره بلوکی

مراجع

مراجع

دوره 8، شماره 32شهریور 1399صفحه 27-64

دوره 8، شماره 32
شهریور 1399
صفحه 27-64