Document Type : Original Article (Quantified)
Authors
1 Master Degree, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3 University Lecturer, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
Abstract
The purpose of the current research is the mixed effect of marketing on blockchain technology with the mediating role of perceived usefulness in the customers of Bank Melli Iran in Tehran. The research method is applied in terms of purpose and descriptive-survey based on the method of data collection. The statistical population of this research is all the customers of the Bank Melli Iran in Tehran in 2023, For this purpose, according to Cochran's formula, 384 people were selected as the sample size, 420 questionnaires were distributed among the customers of the Bank Melli Iran in Tehran by a simple random method, and 393 questionnaires were collected. The data collection tool of this research is a questionnaire. The validity of the research tool has been confirmed by performing the confirmatory factor analysis technique. The reliability of the current research questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.815. Also, to analyze the data, structural equation modeling method using Smart-PLS3 software has been used. The research results indicate that senior management support, supply chain integration, and innovation capability have a significant impact on blockchain technology.Also, supply chain risk has not affected blockchain technology. Finally, the role of the marketing mix on perceived usefulness is demonstrated. Also, the perceived usefulness of blockchain technology is affected.
Keywords
Main Subjects
)