Purpose Blockchain technology holds great promise, but its potential in marketing research and practice remains untapped. The present research aims to determine the elements that impact users’ acceptance of blockchain technology, investigate how these elements interact, and assess whether the proposed model enhances our understanding of adoption. It integrates elements from the technology acceptance model (TAM), task technology fit (TTF) and the theory of planned behavior (TPB), along with the perceived benefits of blockchain. Design/methodology/approach The data obtained from a sample of 220 managers across diverse sectors in Saudi Arabia were analyzed using variance-based partial least squares structural equation modeling (PLS-SEM). Findings The results indicate that the integration of these three models, namely TAM, TTF and TPB, highly predicts user attitude and intention to adopt blockchain technology. Practical implications This study highlights key implications for companies and technology firms, emphasizing the need for comprehensive information, prompt user responses and alignment between technological tasks and job requirements. Originality/value The current study is the earliest effort to investigate the willingness to embrace blockchain from institutional, commercial and technological perspectives.
Khashan et al. (Thu,) studied this question.