擁抱它還是抗拒它?金融產品運用區塊鏈技術與消費者使用意圖

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题名:	擁抱它還是抗拒它?金融產品運用區塊鏈技術與消費者使用意圖 Embrace it or Reject it ?Applying Blockchain Technology in Banking and Customer Behavioral Intentions
作者:	賴潔怜
贡献者:	國際貿易學系
关键词:	金融科技區塊鏈技術整合科技接受模型從眾行為消費者使用意圖 FinTech Blockchain UTAUT2 conformity customer behavioral intentions
日期:	2022
上传时间:	2023-03-07 10:31:21 (UTC+8)
摘要:	現今的科技發展迅速，也促進在各種不同領域的發展，金融科技也在銀行業產生不可阻擋的改變力量。其中，區塊鏈的應用也迅速的侵入金融市場，甚至強大到影響著全球經濟，透過區塊鏈技術的去中心化、匿名性、加密安全特性、不可篡改性及可追蹤性等特性，改變了消費者的金融需求，有利於同時保護消費者隱私及保障。然而，儘管區塊鏈技術已然成熟，但消費者的接受與使用仍因存有各種阻礙因素而受到限制，其背後因素在既有的文獻中仍存有研究缺口。基於上述討論，本研究以整合科技接受模型(UTAUT2)，納入績效預期、投入預期、有利條件、社會影響、監管支持、信任及介面設計等變數，並以從眾行為作為調節變數提出一個新的整合模型。本研究選擇一個應用於銀行的區塊鏈技術的虛擬情境，運用問卷調查法蒐集樣本，以結構方程模型(SEM)進行分析，驗證所提出的八項假說。本研究虛擬了一個消費者在使用區塊鏈應用於金融系統的情境，並募集了 193 個有效樣本，結果顯示本研究所提的各項假說均獲得支持，所有數值皆可獲得合理解釋，透過整合科技接受模型探討，影響消費者使用區塊鏈應用於金融系統意願之主要因素績效預期、投入預期、有利條件、社會影響、監管支持、信任、介面設計、從眾行為。研究結論可提供銀行業者在推動區塊鏈科技新興業務時作為決策參考。 The rapid development of various technologies today has also promoted the development of different fields, and Fintech has brought unstoppable the power of change. Through the decentralization, anonymous, encrypted, incorruptible and trackable of blockchain, the financial needs of consumers have been changed, and the network will protect user privacy and protection at the same time. The chain has matured, but consumer acceptance and use will still be restricted by various factors, and there is still some insufficiency among the existing literature behind it. Based on the above discussion, this study uses Extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) to incorporate variables such as performance expectancy, effort expectancy, facilitating conditions, social influences,regulatory support, trust, and design, and proposes a new integration with conformity as a moderating variable Model. This study selects a virtual scenario of blockchain applied to banks, collects samples using questionnaire surveys, and analyzes them with structural equation modeling (SEM) to verify the eight hypotheses proposed. This research hypotheses in which consumers are applying blockchain technology in banking, and 193 valid samples are collected. The research shows that all hypotheses proposed in this study are supported, and all values can be reasonably explained. Through the discussion of integrated technology acceptance model, the main factors that affect behavioral intentions are performance expectancy, effort expectancy,facilitating conditions, social influences, regulatory support, trust, design and conformity.The research conclusions can provide bankers as a reference for decisionmaking when promoting the emerging business of blockchain technology.
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