FACTORS AFFECTING CUSTOMERS’ ACCEPTANCE OF THE ADOPTION OF BLOCKCHAIN TECHNOLOGY AT DONG A COMMERCIAL JOINT STOCK BANK, HUE BRANCH

Abstract

This study aims to develop and test the integrative model of the factors affecting customers’ acceptance intention of the adoption of blockchain technology. Data were collected from a sample of 195 customers who have been conducting transactions at Dong A Bank – Hue branch. Samples are selected by using the systematic random sampling method. Structural equation modelling (SEM) is used to test the hypothesized relationships. The findings indicate that six out of eight tested relationships are supported. Perceived usefulness (PU) and Perceived ease of use (PEU) are the most critical factors affecting customers’ Attitude (AT). Attitude also has a direct and positive correlation to customers’ acceptance Intention (IN). Notably, Personal characteristics (PC) and Risk perception (RP) are the two most influential factors affecting Perceived usefulness. And, the Perceived ease of use factor is only affected by customers’ Self-command (SC). In general, this study contributes to enriching the existing knowledge of blockchain adoption in banks and helps banks figure out an efficient way to adopt blockchain technology.