블록체인 스마트 계약(Blockchain Smart Contract)에 대한 고객의 기술준비도(TR) 분석

초록

Blockchain technology has become a core technology of the future by linking with the fourth industrial revolution. In addition, 'Smart Contract' operating on the Blockchain is also expected to have a significant impact on future marketing as an automated digital contract system. The traditional contracting process has spatial and temporal limitations, and it takes effort and expense to go through many steps, but Smart Contract in the digital space can be implemented immediately without such constraints. Smart Contract, therefore, is likely to be used as a marketing strategy to overcome existing barriers in various fields such as finance, real estate, shared economy business, B2B, and distribution channel. We examined the relationship between four dimensions ('Optimism', 'Innovativeness', 'Discomfort', 'Insecurity') of TR (Technology Readiness) and two dimensions ('perceived ease of use' and 'perceived usefulness') of TAM for Smart Contract, and then verified that consumers would be willing to continue to use the new technology in connection with two dimensions of TAM. As a major result, we found that Smart Contract would be actively used in various fields in the future with positive results in terms of perceived ease of use and perceived usefulness. In addition, concerning whether the experience of ICO (Initial Coin Offering) would influence the continuous use intention of Smart Contract, we found the positive result that ICO experience has the moderating (facilitating) effect.

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