Central European Business Review 2024, 13(3):75-93 | DOI: 10.18267/j.cebr.354

Digital Natives' Attitudes towards Blockchain Technology Usage

Ana Čuić Tanković ORCID...1, Marina Perišić Prodan ORCID...2
1 University of Rijeka, Faculty of Tourism and Hospitality Management, Department of Marketing, Opatija, Croatia, anact@fthm.hr
2 University of Rijeka, Faculty of Tourism and Hospitality Management, Department of Marketing, Opatija, Croatia, marinap@fthm.hr (corresponding author)

The widespread use of blockchain technology (BCT) and the growing awareness of the numerous opportunities it offers its users have been the focus of recent research. Digital natives are surrounded by technology from birth and are naturally inclined to embrace it, but previous research has not addressed their attitudes towards BCT. This paper aims to investigate digital natives' attitudes towards the use of BCT in Croatia. The survey method is applied and data from 518 questionnaires are analysed with PLS-SEM. Results show that privacy threat, social influence, trust in BCT and trust in the community of blockchain users have a statistically significant positive effect on intention to use BCT. The study identifies the importance of BCT use from the perspective of users who belong to the digital native category, developing a model to better understand behavioural intentions at the individual level and presenting a starting point for future research on this topic.
Implications for Central European audience: The research findings may be of interest to audiences in other Central European countries, where blockchain technology is an extremely important segment of emerging technologies and Central Europe in particular is experiencing exponential growth in the use of this technology. Policymakers in Central European countries can benefit from the findings of this study to formulate policies that support the growth and regulation of the blockchain industry, including information that can contribute to informed decision-making and policy formulation, ultimately contributing to the growth and success of the blockchain technology sector in the region. From a theoretical point of view, the research results represent a contribution to the study of consumer behaviour, especially from the perspective of the use of innovative technologies. The practical contribution is reflected in the possibility of applying obtained results in the development of adequate marketing strategies that help BCT providers improve the quality of their offer and thus meet the modern demands of the digital natives’ segment.

Keywords: digital natives; blockchain technology usage; social influence; trust in blockchain technology
JEL classification: M30, M31, O10

Received: July 13, 2023; Revised: October 2, 2023; Accepted: October 23, 2023; Prepublished online: December 22, 2023; Published: July 29, 2024  Show citation

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Čuić Tanković, A., & Perišić Prodan, M. (2024). Digital Natives' Attitudes towards Blockchain Technology Usage. Central European Business Review, 13(3), 75-93. doi: 10.18267/j.cebr.354
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