This research project aims at contributing to a better understanding of how do personal factors reflect and moderate the individual adoption of IS technologies such as blockchain and DLTs. We seek to provide evidence that personal values impact individual decision-making towards technology adoption in the context of public blockchains. In other words, the link between personal factors, public blockchain characteristics, and adoption intention is assessed.
The method for this research project will be based on a metric conjoint experiment. The developed research model will be validated by literature in the domain of IS adoption and social psychology. Specifically, we draw upon conceptualizations in social psychology to theorize about how personal values manifest at the individual level of analysis and impact individual adoption behavior. We thus respond to calls for incorporating values and attitudinal factors into models of individual decision-making towards technology adoption.