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Journals / Sakarya Üniversitesi İşletme Enstitüsü Dergisi / 2026 / Cilt: 6 Sayı: 1

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

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

Selami Özcan(YALOVA İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ)0000-0002-0882-427X
Maaroof Alazzawi0009-0005-7306-9556
Pages
96–109
Publication Date
2024-06-29
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings indicate that brand image impacts the intention to use cryptocurrencies and blockchain technology transactions.

📌 3 Key Takeaways

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Objective & Hypothesis:Blockchain technology, along with cryptocurrencies like Bitcoin, Ethereum, and stablecoin represent potential advancements that could change the financial industry.
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Key Findings & Data:Stablecoins, have established a presence could change the traditional mechanisms of global economy.
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Conclusion & Impact:The findings indicate that brand image impacts the intention to use cryptocurrencies and blockchain technology transactions.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Kripto para · Marka İmajı · TAM

Abstract

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.

Özet

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.

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Cite This Article

Özcan, S., Alazzawi, M. (2024). The Acceptance of Payment Methods Through Blockchain Technology and Cryptocurrency: The Effect of Brand Image. Sakarya Üniversitesi İşletme Enstitüsü Dergisi, Cilt: 6 Sayı: 1, 96–109. https://doi.org/10.47542/sauied.1493832

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