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

ارائه خدمات مالی در پلتفرم های مبتنی بر زنجیره بلوکی به‌عنوان رویکردی نوین در بازارهای مالی، فضای وسیعی برای رشد دارد. این موضوع، لزوم مطالعه و شناسایی پیشران های نگرش کاربران نسبت به استفاده از خدمات مالی مبتنی بر زنجیره بلوکی را نشان می دهد. به این منظور، از مدل‌های پذیرش فناوری استفاده شده است. این پژوهش، با استفاده از ترکیب چند مدل پذیرش فناوری، مطالعه پیشران های موثر بر تمایل مشتریان به استفاده از خدمات مالی در پلتفرم های 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 پلتفرم های مبتنی بر زنجیره بلوکی می‌شود. به این منظور، ابتدا با مطالعه ادبیات، به استخراج عوامل موثر بر قصد رفتاری مشتریان به استفاده از خدمات مالی در پلتفرم های مبتنی بر زنجیره بلوکی پرداخته ‌شده و بر مبنای آن‌ها مدل معادلات ساختاری شکل گرفته است. نتایج تجزیه و تحلیل داده ها نشان داد که گرایش فردی به اعتماد و ضمانت های ساختاری به‌طور مستقیم بر اعتماد اولیه تاثیرگذار هستند و اعتماد اولیه کاربران نیز بر قصد رفتاری کاربران موثر است. از سوی دیگر ویژگی های فناورانه و ویژگی های وظیفه ای به‌طور مستقیم بر تناسب فناورانهوظیفه ای موثر هستند و تناسب فناورانه وظیفه ای بربر قصد رفتاری کاربران تاثیر می‌گذارد. همچنین انتظار عملکرد به‌طور مستقیم بر قصد رفتاری کاربران تاثیرگذار است. همچنین، نتایج این پژوهش نشان داد که تمایل به استفاده از خدمات مالی در پلتفرم های مبتنی بر زنجیره بلوکی برخاسته از یک نیاز اجتماعی است و حتی با وجود برخی محدودیت های زنجیره بلوکی کاربران مشتاق نسبت به استفاده از خدمات مالی مبتنی بر این فناوری هستند.

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

Research Article     Hamed Heidari* Morteza Mousakhani**     Abstract: Providing financial services on Blockchainbased 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 Blockchainbased 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 Blockchainbased 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 technologytask fit and technologytask 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 Blockchainbased 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 BlockchainBased Platforms   Hamed Heidari* Morteza Mousakhani** Mahmood Alborzi*** Ali Divandari   **** Reza Radfar******   Abstract: Providing financial services on Blockchainbased 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 Blockchainbased 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 Blockchainbased 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 technologytask fit and technologytask 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 Blockchainbased 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