Blockchain Technology Adoption Through the UTAUT Model Exploring the Mediating Role of Trust in Technology
Main Article Content
Keywords
Blockchain Technology, UTAUT, behavioural intention, adoption factors, trust in technology
Abstract
This paper studies the adoption of blockchain technology under the scope of the Unified Theory of Acceptance and Use of Technology (UTAUT). Previous results on Management Information Systems (MIS) research are divergent about the significance of UTAUT variables in explaining the adoption behaviour of blockchain technology. The paper focuses on this specific concern and tries to contribute to existing studies by testing the model in a specific context (Tunisia) and by considering the individual variable “trust in technology” as a mediating one. For this aim, a structural equation approach is adopted among 95 Tunisian professional respondents operating in technology-based sectors. The findings stipulate the importance of facilitating conditions and performance expectancy as drivers of the adoption intention. Additionally, the study reveals that trust in technology is significant in its mediating role in influencing the intention of adoption with the facilitating conditions and the social influence constructs. Moreover, the paper uncovers a direct relationship with the same variable. These findings provide valuable insights for both researchers and practitioners in understanding the factors that influence blockchain technology adoption in the Tunisian context and stress the indirect role of trust in technology with which decision-makers should be concerned.
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References
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Batwa, A., & Norman, A. (2021). Blockchain technology and trust in supply chain management: a literature review and research agenda. Operations and Supply Chain Management: An International Journal, 14(2) 203–220.http://doi.org/10.31387/oscm0450297
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Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Golosova, J., & Romanovs, A. (2018). The advantages and disadvantages of blockchain technology.2018 IEEE 6th Workshop on Advances in Information, Electronic and Electrical Engineering (AIEEE).https://dx.doi.org/10.1109/AIEEE.2018.8592253
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Janssena, M., Weerakkody, V., Ismagilova, E., Sivarajah, U., & Irani, Z. (2020). A framework for analysing blockchain technology adoption: Integrating institutional, market and technical factors. International Journal of Information Management, 50, 302–309. https://doi.org/10.1016/j.ijinfomgt.2019.08.012
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Khazaei, H. (2020). Integrating cognitive antecedents to UTAUT model to explain adoption of blockchain technology among Malaysian SMEs. JOIV: International Journal on Informatics Visualization, 4(2), 85–90. https://joiv.org/index.php/joiv/article/viewFile/362/264
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Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. édition Prentice-Hall.
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alazab, M., Alhyari, S., Awajan, A., & Abdallah, A.B. (2021). Blockchain technology in supply chain management: an empirical study of the factors affecting user adoption/acceptance. Cluster Computing, 24, 83–101. https://doi.org/10.1007/s10586-020-03200-4
Alshamsi, M., Al-Emran, M., & Shaalan, K. (2022). A systematic review on blockchain adoption. Applied Sciences (Switzerland), 12(9). https://doi.org/10.3390/app12094245
Ameyaw, P. D., & de Vries, W. T. (2023). Blockchain technology adaptation for land administration services: The importance of socio-cultural elements. Land Use Policy, 125. https://doi.org/10.1016/j.landusepol.2022.106485
Azan, W., Li, Y., & Cavalier, G. (2021). From information systems to blockchains –Convergence of legal, fiscal, economic and management sciences. Systèmes d’information et management, 26(4), 117–123.https://doi.org/10.3917/sim.214.0117
Bag, S., Rahman, M. S., Gupta, S., & Wood, L. C. (2022). Understanding and predicting the determinants of blockchain technology adoption and SMEs’ performance. International Journal of Logistics Management. https://doi.org/10.1108/IJLM-01-2022-0017
Bandura, A. (1986) Social foundations of thought and action: a cognitive social theory. Englewood Cliffs, NJ: Prentice-Hall.
Batwa, A., & Norman, A. (2021). Blockchain technology and trust in supply chain management: a literature review and research agenda. Operations and Supply Chain Management: An International Journal, 14(2) 203–220.http://doi.org/10.31387/oscm0450297
Chawla, C. (2020). Trust in blockchains: Algorithmic and organizational. Journal of Business Venturing Insights, 14, e00203.https://doi.org/10.1016/j.jbvi.2020.e00203
Chawla, U., Mohnot, R., Singh, H. V., & Banerjee, A. (2023). The mediating effect of perceived trust in the adoption of cutting-edge financial technology among digital natives in the post-covid-19 era. Economies, 11(12), 286. https://doi.org/10.3390/economies11120286
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed), Modern methods for business research (pp. 295–236). London: Lawrence Erlbaum Associates.
Compeau, D., Higgins, C. A., & Huff, S. (1999). Social cognitive theory and individual reactions to computing technology: a longitudinal study. MIS Quarterly, 23(2), 145–158. https://doi.org/10.2307/249749
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technologies: a comparison of two theoretical models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982
Davis, F. D., Bagozzi, R. P., &Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers. in the workplace. Journal of Applied Social Psychology, 22(14), 1111–1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982–1003. http://www.jstor.org/stable/2632151
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): towards a revised theoretical model. Information Systems Frontiers, 21(3), 719–734. https://doi.org/10.1007/s10796-017-9774-y
Ennajeh, L. (2023). Overview of blockchain technology diffusion and adoption: theoretical analysis based on IDT theory. In T. Najar, Y. Najar, & A. Aloui (Eds), Handbook of research on blockchain technology and the digitalization of the supply chain (pp. 40–56). IGI Global. https://doi.org/10.4018/978-1-6684-7455-6.ch003
Ennajeh, L. (2021). Blockchain technology diffusion and adoption: Tunisian context exploration. In Jallouli, R., Bach Tobji, M.A., Mcheick, H., Piho, G. (eds), Digital Economy. Emerging technologies and business innovation. ICDEc 2021. Lecture Notes in Business Information Processing, vol. 431. Springer, Cham. https://doi.org/10.1007/978-3-030-92909-1_6
Ennajeh, L., & Amami, M. (2014). Open source software adoption model OSSAM. In Mola, L., Carugati, A., Kokkinaki, A., Pouloudi, N. (eds), Proceedings of the 8th Mediterranean Conference on Information Systems, Verona, Italy, September 03–05. https://aisel.aisnet.org/mcis2014/8
Fleischmann, M., & Ivens, B. (2019). Exploring the role of trust in blockchain adoption: an inductive approach. Proceedings of the 52nd Hawaii International Conference on System Sciences, 2019. https://doi.org/10.24251/HICSS.2019.820
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Golosova, J., & Romanovs, A. (2018). The advantages and disadvantages of blockchain technology.2018 IEEE 6th Workshop on Advances in Information, Electronic and Electrical Engineering (AIEEE).https://dx.doi.org/10.1109/AIEEE.2018.8592253
Hair, Jr., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107–123.https://www.computerworld.com/article/3249252/blockchain-will-be-the-killer-app-for-supply-chain-management-in-2018.html.
Janssena, M., Weerakkody, V., Ismagilova, E., Sivarajah, U., & Irani, Z. (2020). A framework for analysing blockchain technology adoption: Integrating institutional, market and technical factors. International Journal of Information Management, 50, 302–309. https://doi.org/10.1016/j.ijinfomgt.2019.08.012
Jardim, L., Pranto, S., Ruivo, P., & Oliveira, T. (2021). What are the main drivers of blockchain adoption within supply chain? An exploratory research. Procedia Computer Science, 181, 495–502. https://doi.org/10.1016/j.procs.2021.01.195
Jraisat, L., Jreissat, M., Upadhyay, A., & Kumar, A. (2022). Blockchain Technology: The Role of Integrated Reverse Supply Chain Networks in Sustainability. Supply chain forum: an international journal. https://doi.org/10.1080/16258312.2022.2090853
Kabir, M. R., Islam, M. A., Marniati, & Herawati. (2021). Application of blockchain for supply chain financing: explaining the drivers using SEM. Journal of Open Innovation: Technology, Market, and Complexity, 7(3), 167. https://www.mdpi.com/1173624
Khazaei, H. (2020). Integrating cognitive antecedents to UTAUT model to explain adoption of blockchain technology among Malaysian SMEs. JOIV: International Journal on Informatics Visualization, 4(2), 85–90. https://joiv.org/index.php/joiv/article/viewFile/362/264
Li, X., Hess, T. J., & Valacich, J. S. (2008). Why do we trust new technology? A study of initial trust formation with organizational information systems. The Journal of Strategic Information Systems, 17(1), 39–71.https://doi.org/10.1016/j.jsis.2008.01.001
Mcknight, D. H., Carter, M., Thatcher, J. B., & Clay, P. F. (2011). Trust in a specific technology: An investigation of its components and measures. ACM Transactions on Management Information Systems, 2(2), 1–25.https://dx.doi.org/10.1145/1985347.1985353
Mearian, L. (2018). Blockchain Will Be the Killer App for Supply Chain Management in 2018 Computerworld. https://www.computerworld.com/article/3249252/blockchain-will-be-the-killer-app-for-supply-chain-management-in-2018.html.
Mohammed, A. H., Abdulateef A. A., & Abdulateef, I. A. (2021). Hyperledger, Ethereum and Blockchain Technology: A Short Overview. Conference Paper, June 2021. https://dx.doi.org/10.1109/HORA52670.2021.9461294
Momani, A. M. (2020). The Unified Theory of Acceptance and Use of Technology: A New Approach in Technology Acceptance. International Journal of Sociotechnology and Knowledge Development, 12(3), 79–98. https://doi.org/10.4018/IJSKD.2020070105
Nakamoto, S. (2008). Bitcoin: A peer-to-peer electronic cash system. https://dx.doi.org/10.2139/ssrn.3440802
Ooi, K., & Tan, G. W. (2016). Mobile technology acceptance model: An investigation using mobile users to explore smartphone credit card. Expert Systems with Applications, 59, 33–46. https://doi.org/10.1016/j.eswa.2016.04.015
Queiroz, M. M., & Fosso Wamba, S. (2019). Blockchain adoption challenges in supply chain: An empirical investigation of the main drivers in India and the USA. International Journal of Information Management, 46, 70–82. https://doi.org/10.1016/j.ijinfomgt.2018.11.021
Queiroz, M. M., Fosso Wamba, S., De Bourmont, M., & Telles, R. (2021). Blockchain adoption in operations and supply chain management: Empirical evidence from an emerging economy. International Journal of Production Research, 59(20), 6087–6103. https://doi.org/10.1080/00207543.2020.1803511
Rogers, E.M. (1995). Diffusion of innovation. (4th ed.). New York: The Free Press
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404. https://dx.doi.org/10.5465/AMR.1998.926617
Ruby, D. (2023). 72+ Blockchain statistics 2023 – how many people own bitcoin? Demand Sage, Inc. https://demandsage.com/blockchain-statistics
Sharma, A., Singh, R., & Bhatia, T. (2023). Blockchain adoption in agri-food supply chain management: An empirical study of the main drivers using extended UTAUT. Business Process Management Journal, 29. http://dx.doi.org/10.1108/BPMJ-10-2022-0543
Slade, E. L., Dwivedi, Y. K., Piercy, N. C., & Williams, M. D. (2015). Modeling consumers’ adoption intentions of remote mobile payments in the United Kingdom: Extending UTAUT with innovativeness, risk, and trust. Psychology & Marketing, 32(8), 860–873. https://doi.org/10.1002/mar.20823
Tapscott, D., & Tapscott, A. (2017). How blockchain will change organizations. MIT Sloan Management Review, 58(2), 10. https://sloanreview.mit.edu/article/how-blockchain-will-change-organizations/
Taylor, S., & Todd, P. (1995). Understanding information technology usage: A test of competing models. Information System Research, 6(4), 144–176. https://www.jstor.org/stable/23011007
Thompson, R. L., Higgins C .A., & Honwell, J. M. (1991). Personal computing: toward a conceptual model of utilization. MIS Quarterly, 15(1), 1991, 124–143. https://dx.doi.org/10.2307/249443
Truong, N., Lee, G. M., Sun, K., Guitton, F., & Guo, Y. (2021). A blockchain-based trust system for decentralised applications: When trustless needs trust. Future Generation Computer Systems, 124, 68–79.https://doi.org/10.1016/j.future.2021.05.025
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425–478. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Thong, J., and Xu, X. (2012). Consumer acceptance and use of information technology: extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Venkatesh, V., & Zhang, X. (2010). Unified Theory of Acceptance and Use of Technology: US vs. China. Journal of Global Information Technology Management, 13(1), 5–27. https://doi.org/10.1080/1097198X.2010.10856507
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Published
Mar 27, 2024
Article Details
How to Cite
Ennajeh, L., & Najjar, T. (2024). Blockchain Technology Adoption Through the UTAUT Model: Exploring the Mediating Role of Trust in Technology. Journal of Telecommunications and the Digital Economy, 12(1), 328–355. https://doi.org/10.18080/jtde.v12n1.873
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Special Issue: Emerging Technologies and Innovation for Digital Economy and Transformation
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