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Publicação
Application of Blockchain in e-commerce Markets: The impact of Blockchain on e-commerce and consumer trust
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| 1.02 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The main aim of this work is to explore whether blockchain technology has the potential to increase
consumer confidence, and if so, how. Some key constructs such as privacy, transparency, and costsaving were studied to try to understand whether they affect consumer trust. A literature review was
carried out followed by an empirical analysis using the SmartPLS 4 programme. In order to carry out
the analysis, data was collected through a questionnaire aimed at all online shoppers, obtaining a total
of 166 responses. The results revealed that transparency plays a significant role in increasing consumer
confidence and the perception of security, while cost-saving has a significant impact on consumers'
perceived value. Overall, it was possible to conclude that the structural model highlights that these
mechanisms contribute to increasing consumer confidence, thus increasing the value proposition of
blockchain-enabled platforms on e-commerce. The study provides actionable insights for e-commerce
platforms, emphasizing the importance of transparency, cost-saving, and privacy strategies to cultivate
trust and optimize user experiences.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
E-commerce Blockchain Consumer Trust Transparency Privacy Cost-Saving SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals