The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty Programmes
Blockchain technology has been highlighted as one of the most promising technologies to emerge in the 21st century. However, the expansion of blockchain applications is progressing much more slowly than initially expected, despite its promising properties. These considerations motivate this study, w...
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2024-12-01
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| author | Mar Souto-Romero Mario Arias-Oliva Jorge de Andrés-Sánchez Miguel Llorens-Marín |
| author_facet | Mar Souto-Romero Mario Arias-Oliva Jorge de Andrés-Sánchez Miguel Llorens-Marín |
| author_sort | Mar Souto-Romero |
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| description | Blockchain technology has been highlighted as one of the most promising technologies to emerge in the 21st century. However, the expansion of blockchain applications is progressing much more slowly than initially expected, despite its promising properties. These considerations motivate this study, which evaluates the drivers that facilitate the adoption of this technology through blockchain-based loyalty programs (BBLPs). The analytical framework used is the conceptual groundwork known as the cognitive–affective–normative model. Thus, we propose to explain the behavioural intention to use BBLPs (BEHAV) with two cognitive variables, namely perceived usefulness (USEFUL) and perceived ease of use (EASE); two affective variables, namely positive emotions (PEMO) and negative emotions (NEMO); and a normative factor, namely, the subjective norm (SNORM). A partial least squares-structural equation modelling analysis suggests that, to explain the expected response of BEHAV, only the positive relationships of the cognitive constructs with the response variable are significant. The results of the quantile regression suggest that the cognitive constructs, especially USEFUL, have a consistently significant positive influence across the entire response range of the response variable. The affective variables are significant in explaining the lower quantiles of BEHAV but not across the full response range. NEMO consistently has a significant negative influence on BEHAV in the percentiles at or below the median response. PEMO has a significantly positive influence on some of the BEHAV percentiles below the median, although this impact is not consistent across the lower quantiles of the median. The normative variable appears to have a residual influence on BEHAV, which, when significant (at the 90th quantile), is, contrary to expectations, negative. The results highlight that, while cognitive variables are essential in the acceptance of BBLPs, emotions—particularly negative ones—play an especially significant role among potential users whose level of acceptance falls below the central trend. |
| format | Article |
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| institution | Kabale University |
| issn | 2073-431X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | MDPI AG |
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| series | Computers |
| spelling | doaj-art-d66e1560a24e4ff4b4f94ab412c32dd32025-01-24T13:27:51ZengMDPI AGComputers2073-431X2024-12-01141810.3390/computers14010008The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty ProgrammesMar Souto-Romero0Mario Arias-Oliva1Jorge de Andrés-Sánchez2Miguel Llorens-Marín3Department of Business Economics, Faculty of Business and Economy, University Rey Juan Carlos, P.º de los Artilleros, 38, 28032 Madrid, SpainMarketing Department, Faculty of Business and Economy, Campus de Somosaguas, University Complutense of Madrid, 28223 Madrid, SpainSocial and Business Research Laboratory, Campus de Bellissens, Universitat Rovira i Virgili, 43204 Reus, SpainMarketing Department, Faculty of Business and Economy, Campus de Somosaguas, University Complutense of Madrid, 28223 Madrid, SpainBlockchain technology has been highlighted as one of the most promising technologies to emerge in the 21st century. However, the expansion of blockchain applications is progressing much more slowly than initially expected, despite its promising properties. These considerations motivate this study, which evaluates the drivers that facilitate the adoption of this technology through blockchain-based loyalty programs (BBLPs). The analytical framework used is the conceptual groundwork known as the cognitive–affective–normative model. Thus, we propose to explain the behavioural intention to use BBLPs (BEHAV) with two cognitive variables, namely perceived usefulness (USEFUL) and perceived ease of use (EASE); two affective variables, namely positive emotions (PEMO) and negative emotions (NEMO); and a normative factor, namely, the subjective norm (SNORM). A partial least squares-structural equation modelling analysis suggests that, to explain the expected response of BEHAV, only the positive relationships of the cognitive constructs with the response variable are significant. The results of the quantile regression suggest that the cognitive constructs, especially USEFUL, have a consistently significant positive influence across the entire response range of the response variable. The affective variables are significant in explaining the lower quantiles of BEHAV but not across the full response range. NEMO consistently has a significant negative influence on BEHAV in the percentiles at or below the median response. PEMO has a significantly positive influence on some of the BEHAV percentiles below the median, although this impact is not consistent across the lower quantiles of the median. The normative variable appears to have a residual influence on BEHAV, which, when significant (at the 90th quantile), is, contrary to expectations, negative. The results highlight that, while cognitive variables are essential in the acceptance of BBLPs, emotions—particularly negative ones—play an especially significant role among potential users whose level of acceptance falls below the central trend.https://www.mdpi.com/2073-431X/14/1/8blockchainblockchain-based loyalty programscognitive–affective–normative model of technology acceptanceemotionsPLS-SEMquantile regression |
| spellingShingle | Mar Souto-Romero Mario Arias-Oliva Jorge de Andrés-Sánchez Miguel Llorens-Marín The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty Programmes Computers blockchain blockchain-based loyalty programs cognitive–affective–normative model of technology acceptance emotions PLS-SEM quantile regression |
| title | The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty Programmes |
| title_full | The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty Programmes |
| title_fullStr | The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty Programmes |
| title_full_unstemmed | The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty Programmes |
| title_short | The Relevance of Cognitive and Affective Factors to Explain the Acceptance of Blockchain Use: The Case of Loyalty Programmes |
| title_sort | relevance of cognitive and affective factors to explain the acceptance of blockchain use the case of loyalty programmes |
| topic | blockchain blockchain-based loyalty programs cognitive–affective–normative model of technology acceptance emotions PLS-SEM quantile regression |
| url | https://www.mdpi.com/2073-431X/14/1/8 |
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