RT Journal Article
T1 A combined importance-performance map and necessary condition analysis of the acceptance of blockchain use in marketing: the case of loyalty programmes
A1 de Andrés Sánchez, Jorge
A1 Arias Oliva, Mario
A1 Souto Romero, Mar
A1 Llorens Marín, Miguel
AB Blockchain technology has applications beyond cryptocurrencies, notably in marketing through blockchain-based loyalty programmes (BBLPs). This study examines key factors for their implementation using importance-performance map analysis (IPMA) and necessary condition analysis (NCA), based on an adapted TAM3 model. The key endogenous variables include behavioural intention to use (BEINT), perceived usefulness (USEF), and perceived ease of use (EASE). The model suggests that USEF mediates the effects of trust (TRUST) and price-value (PVAL) on BEINT, while EASE mediates self-efficacy (SEFFIC) and perceived enjoyment (PENJ). Structural equation modelling reveals that USEF, EASE, PVAL, SEFFIC, and PENJ significantly impact BEINT. TRUST influences USEF but not BEINT directly, and social norms (SNORM) are not significant. IPMA analysis identifies USEF as the critical variable for BBLP acceptance, with EASE and PENJ being key influencers, followed by PVAL. NCA and IPMA findings show that all variables, except SNORM, can act as constraints to increasing BEINT. However, TRUST and SEFFIC exceed the necessary threshold, indicating they are not actual constraints. Conversely, USEF, EASE, and PENJ act as bottlenecks, with USEF being crucial for BEINT improvement, while EASE and PENJ enhance perceived usefulness. Strengthening these factors can drive BBLP adoption.
PB Sage
YR 2025
FD 2025-09-30
LK https://hdl.handle.net/20.500.14352/125826
UL https://hdl.handle.net/20.500.14352/125826
LA eng
NO de Andrés-Sánchez, J., Arias-Oliva, M., Souto-Romero, M., & Llorens-Marín, M. (2025). A Combined Importance-Performance Map and Necessary Condition Analysis of the Acceptance of Blockchain Use in Marketing: The Case of Loyalty Programmes. Sage Open, 15(3). https://doi.org/10.1177/21582440251384122 (Original work published 2025)
NO Telefónica
DS Docta Complutense
RD 19 mar 2026