אמצעים לניתוח PLS והשלכות טכנולוגיות

Introduction

• The study enhances existing technology acceptance research using artificial neural networks (ANN) in a multi-analytical approach combining partial least squares-structural equation modeling (PLS-SEM) and ANN analysis.
• The study examines the relationship between technology readiness factors (e.g., optimism, innovativeness, discomfort, and insecurity) and technology acceptance (e.g., perceived ease of use, perceived usefulness) towards cryptocurrency adoption, particularly Bitcoin.
• Bitcoin's value declined after a peak in 2017, prompting research into factors influencing consumer interest.
• Obstacles to Bitcoin adoption include inadequate infrastructure, network issues, and uncertainty.
• Technology readiness is an individual's predisposition to adopt and use technology, including optimism and innovativeness (motivators) and discomfort and insecurity (inhibitors).
• The technology acceptance model (TAM) is widely used in explaining technology adoption, considering perceived ease of use and usefulness.

Theoretical Background

• Blockchain is a shared, public, decentralized database enabling secure transactions without intermediaries.
• Cryptocurrency is a digital form of currency operating on a blockchain, with Bitcoin being the foremost example, developed in 2008.
• Individual Technology Readiness factors (TR) such as optimism, innovativeness, discomfort, and insecurity influence intention to use.

Hypotheses

• Optimism is positively related to perceived ease of use and perceived usefulness, influencing cryptocurrency use intention.
• Innovativeness is positively related to perceived ease of use and perceived usefulness, influencing cryptocurrency use intention.
• Discomfort is negatively related to perceived ease of use and perceived usefulness, and negatively influencing cryptocurrency use intention.
• Insecurity is negatively related to perceived ease of use and perceived usefulness, and negatively influencing cryptocurrency use intention.
• Perceived Ease of Use is positively related to perceived usefulness, which positively influences cryptocurrency use intention.
• Perceived Ease of Use positively influences cryptocurrency use intention.
• Perceived Usefulness positively influences cryptocurrency use intention.

Methodology

• The study uses a partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approach.
• A survey was conducted in Australia in 2019, gathering data from undergraduate and graduate students and staff at the University of Technology Sydney.
• Data were collected using a questionnaire with a Likert scale to assess opinions.
• A ten-fold cross-validation was employed and a multiple-layer perceptron backpropagation feed-forward neural network (MLP-ANN) was utilized for analysis.

Results

• PLS-SEM findings are validated by the ANN approach, highlighting the positive influence of optimism and innovativeness on perceived ease of use and perceived usefulness, influencing cryptocurrency use intention.
• Discomfort and insecurity have a negative impact on those perceptions.
• Perceived ease of use and usefulness have a positive impact on the intention to use cryptocurrency .
• The findings of the ANN model generally corroborate the PLS-SEM results, indicating a generally high predictive accuracy of the ANN method for complex relationships.

Discussion and Conclusions

• Technology readiness significantly impacts cryptocurrency adoption. Optimism and innovativeness are key motivators, while insecurity and discomfort deter adoption.
• The study confirms the importance of perceived ease of use and perceived usefulness in influencing cryptocurrency use intention.
• Findings can guide strategies for encouraging cryptocurrency adoption. The study has implications for businesses and policymakers interested in promoting cryptocurrency adoption.