Blockchain Teknolojisi ve Kripto Para Aracılığıyla Ödeme Yöntemlerinin Kabulü: Marka İmajının Etkisi

Yıl 2024, , 96 - 109, 29.06.2024

Selami Özcan , Maaroof Alazzawi

https://doi.org/10.47542/sauied.1493832

Öz

Blockchain ve Bitcoin, Ethereum, stablecoin gibi kripto paralar finans piyasasında yayılan yenilikçi teknolojiler olup, stablecoin hızla finans sektörüne damgasını vurarak küresel ekonominin dinamiklerini yeniden şekillendirmiştir. Bununla birlikte, tüketicilerin bu yenilikleri benimsemesi nispeten yavaş olmuştur. Bu yeni teknolojilerle ilgili literatürde birçok husus ve boşluk hala doldurulmamıştır. Teknoloji Kabul Modelini (TAM) ile bu araştırma, ödeme yöntemleri için kripto para birimlerini ve blockchain teknolojilerini kullanma tutumu ile niyeti arasında aracı olarak marka imajı etkisini inceleyerek, kripto para birimlerini bir ödeme yöntemi olarak kullanma niyetinin ardındaki davranışsal faktörleri incelemektedir. Araştırma, Türkiye'de farklı geçmişlere sahip bir grup insanla 5'li Likert ölçeği kullanılarak yapılan çevrimiçi bir anket aracılığıyla yapılmıştır. Anket Türkçe olarak yapıldı ve tüm ölçümler ve ölçekler daha önceki çalışmalarda test edildi ve onaylandı. Bulgular, marka imajının kripto para birimleri ve blockchain teknolojisi işlemlerini kullanma niyetini etkilediğini gösteriyor. Ancak tutum (A) ile marka imajı (BI) arasındaki ilişki diğer ilişkilerden daha güçlüdür. Ayrıca Algılanan Kullanım Kolaylığı (PEoU) ile tutum (A) arasındaki ilişki ise pozitif olmasına rağmen ancak etkisi diğer tüm ilişkilerden istatistiksel olarak daha az fark edilir.

Anahtar Kelimeler

Kripto para, Marka İmajı, TAM

The Acceptance of Payment Methods Through Blockchain Technology and Cryptocurrency: The Effect of Brand Image

Öz

Blockchain technology, along with cryptocurrencies like Bitcoin, Ethereum, and stablecoin represent potential advancements that could change the financial industry. Stablecoins, have established a presence could change the traditional mechanisms of global economy. Nonetheless, consumer adoption of these technologies has been slightly slow. Many aspects and gaps are still not filled in the literature about these new technologies. In this research, using the technology acceptance model (TAM) to see the factors behind the intention to use cryptocurrencies as a payment method by examining the brand image role in the intention to use cryptocurrencies and blockchain technologies for payment methods. The research has been done through an online survey, distributed between group of people with different backgrounds in Türkiye. The survey was conducted in Turkish, and all scales and measurements have been tested and approved in previous studies. The findings indicate that brand image impacts the intention to use cryptocurrencies and blockchain technology transactions. Also, the strongest relation is between attitude (A) and brand image (BI) these finding highlight the importance of brand image in driving consumer’s attitude and intention to use cryptocurrencies as payment method. Moreover, we discuss in the conclusion.

Anahtar Kelimeler

Blockchain, Cryptocurrency, TAM, Brand Image, Adoption

Kaynakça

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