Investigating Blockchain Technology Effects on Online Platforms Transactions: Do Risk Aversion and Technophilia Matter?

Despite its immense potential for industries and services as a promising solution for trust and transparency problems, Blockchain related studies in the field of Marketing are rare. This research mobilizes the technology acceptance Model (TAM) theory to investigate the added value of blockchain technology to online platforms while taking into consideration consumers characteristics. Data from 212 users of online platforms endowed with blockchain technology were collected. Findings demonstrate that blockchain features in terms of security and privacy enhance the perceived usefulness and the perceived ease of use of the online platform, leading to stronger trust and more actual transactions. In addition, results demonstrate that risk aversion weakens only the relationship between usefulness and trust. It has indeed no significant effect on the impact of ease of use on trust. Results also show that technophilia fosters the relationship between intents and actual transactions. The research provides heuristic implications for academia and industry.