ScholarWorks@숙명여자대학교

초록

Blockchain is a distributed data storage technology that is attracting attention as an innovative technology related to consumers' personal information transactions. Commercialization of consumer oriented services using blockchain technology has been actively discussed mainly by major companies. Futhermore, they are developing a blockchain-based business model this year, and it is expected to expand the market. However, it may take some time to commercialize services that consumers can experience, as well as consumers' negative perception of encrypted currency is an environmental factor that can obstruct the acceptance of new technologies. As such, there are both positive and negative issues about the commercialization of the blockchain now, it is timely to examine consumer perceptions. For this study, we investigated the awareness, acceptance and resistance of blockchain among the general consumers in Korea. As the first result of the analysis, consumers' awareness of the blockchain was low. The second, income, awareness, perceived risk and subjective reliability were the factors influencing consumers' acceptance of the blockchain, but age, awareness, and perceived risk are factors affacting blockchain resistance. The significance of this study is to confirm the general consumers' awareness of the blockchain at this point and to identify the positive and negative factors for the blockchain of the consumers. Through the results of this study, we will draw implications for blockchain market formation and suggest ways to build credibility of consumers and businesses.

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