RT Journal Article
T1 Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
A1 Arias Oliva, Mario
A1 Gené Albesa, Jaume
A1 de Andrés Sánchez, Jorge
A1 Llorens Marín, Miguel
AB (1) Background: Loyalty programmes are business strategies aimed at increasing customer fidelity to brands. One of the most promising technologies of the 21st century is blockchain, whose application to the management of loyalty programmes can increase transparency and reliability, enable interoperability, and facilitate centralised management. (2) Methods: This study evaluates the antecedents of the acceptance of blockchain-based loyalty programmes (BBLPs) using a model grounded in the technology acceptance model UTAUT2. The four basic constructs of UTAUT, which we call the UTAUT-baseline, are considered explanatory factors: performance expectancy (PER), effort expectancy (EFF), social influence (SOC), and facilitating conditions (FAC). Additionally, we consider the constructs introduced in UTAUT2: hedonic motivation (HED) and perceived price value (PRI), to which we add innovativeness (INN) and trust (TRU), and we refer to these as UTAUT-extended, along with the moderating variables of UTAUT and UTAUT2: gender, age, and experience. The analytical approach used is complexity theory, which aims to capture the configurations that lead to both acceptance and rejection positions regarding BBLPs. This analysis is performed via fuzzy set qualitative comparative analysis (fsQCA). (3) Results: Eight explanatory configurations of the acceptance of BBLPs have been obtained, in which the presence of all UTAUT-baseline and UTAUT-extended constructs is a condition in at least three prime implicates. The constructs with the greatest presence as core conditions are PER, EFF, and TRU. On the other hand, nine configurations leading to the rejection of BBLPs have been identified. The absence of all UTAUT-baseline and UTAUT-extended variables is a condition in at least three configurations. The core conditions with the greatest presence in the rejection of BBLPs are the lack of FAC, HED, and PRI. (4) Practical implications: The results obtained are of great interest to business owners, as they allow for the characterisation of different profiles of people potentially engaged with BBLPs, as well as the profiles of consumers reluctant to adopt them.
PB MDPI
YR 2024
FD 2024-11-29
LK https://hdl.handle.net/20.500.14352/113579
UL https://hdl.handle.net/20.500.14352/113579
LA eng
NO Arias-Oliva M, Gené-Albesa J, Andrés-Sánchez Jd, Llorens-Marín M. Fuzzy Set Qualitative Comparative Analysis of Loyalty Programmes Powered with Blockchain via an UTAUT2 Framework. Information. 2024; 15(12):757. https://doi.org/10.3390/info15120757
NO Telefonica and the Telefonica Chair on Smart Cities of the Universitat Rovira i Virgili and Universitat de Barcelona (project number 42.DB.00.18.00)
NO Comunidad de Madrid. V-PRICIT (V Regional Programme of Research and Technological Innovation)
DS Docta Complutense
RD 21 abr 2025