بررسی اثر ارزش درک شده بر مقاومت در برابر پذیرش فناوری بلاکچین در صنعت گردشگری
الموضوعات :
یزدان شیرمحمدی
1
(دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران)
محدثه کوکبی
2
(کارشناس ارشد، دانشگاه پیام نور، گروه مدیریت جهانگردی، تهران، ایران)
سیدمحمدهادی قاضی طباطبایی
3
(دانشگاه علم و صنعت ایران، تهران، ایران)
الکلمات المفتاحية: گردشگری, بلاکچین, ارزش درک شده, مقاومت, پذیرش فن‌آوری,
ملخص المقالة :
این مطالعه قصد دارد مدلی مفهومی جهت درک عوامل تاثیر گذار بر مقاومت در برابر پذیرش فن آوری بلاکچین در صنعت گردشگری را با تلفیق و توسعه مدل های قبلی ارائه تبیین و تشریح نماید. این تحقیق از روش نظرسنجی با استفاده از ابزار پرسشنامه برای گردآوری اطلاعات استفاده نموده و همچنین از مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزئی (SEM-PLS) برای تجزیه و تحلیل آماری بهره جسته است. یافته های این پژوهش اولا رابطه نظری و تئوریک بین مفاهیمی مانند ارزش درک شده و مقاومت را توسعه داده و ثانیا این رابطه را در بستری که مدیران و فعالان بخش گردشگری در آن فعالیت دارند، مورد بررسی و مطالعه قرار دهد. مدل مفهومی این پژوهش در مرحله نخست بر پایه مدل ارائه شده توسط والش و همکاران ]1[ پی ریزی گشته است. بحث در مورد یافته های تحقیق نشان می دهد که مزایای جایگزینی در ذهن مدیران و فعالان بخش گردشگری بسیار پررنگ تر از هزینه های جایگزینی فن آوری بلاکچین قابل درک است. همچنین سادگی زیرساخت یکی از عوامل کلیدی می باشد که تاثیر بالایی در درک مزایای جایگزینی و همچنین ارزش درک شده دارد. بررسی نقش مزیت عملکردی درک شده و تصویر درک شده در شکل گیری مزایای جایگزینی از جمله نوآوری های این پژوهش در تحقیقات مربوط به بکارگیری فن آوری بلاکچین در بخش گردشگری می باشد. پس می توان چنین نتیجه گیری کرد که جهت کاهش مقاومت در برابر فن آوری بلاکچین مدیران باید بیشتر بر روی مزیت های این فن آوری تاکید نمایند.
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