개인투자자의 토큰증권(Security Token) 수용의도에 관한 연구

With In recent years, as the importance of individual investors has emerged as a potential major consumer of the blockchain-based token market in the financial industry, various strategies are required to induce their investment. As part of this effort, this study attempted to explore the determinants that influence the acceptance intention of token securities using Unified Theory of Acceptance and Use of Technology(UTAUT). To this end, an online survey was conducted on men and women in their 20s or older, and performance expectation, effort expectation, social impact, promotion effect, and personal innovation were selected as exploratory determinants. As a result of the study, performance expectation, social impact, and promotion conditions had a positive (+) effect on acceptance intention, but the effect of effort expectation on acceptance intention was not significant. In addition, personal innovation was found to control the relationship between social impact and acceptance intention and the relationship between promotion effect and acceptance intention, but the moderating effect according to individual innovation was not significant in the relationship between performance expectation and acceptance intention, effort expectation and acceptance intention. The results of this study can be used as basic data for understanding individual investors' intention to accept token securities and establishing marketing to revitalize the market.