表題番号:2022R-055 日付:2023/04/06
研究課題ブロックシェーン技術に基づくサービスのマーケティング効果とその文脈による差異
研究者所属(当時) 資格 氏名
(代表者) 商学学術院 商学部 准教授 フランク ビョーン
研究成果概要

  Blockchain technology is a decentralized digital ledger that records transactions in a secure and transparent manner. It has unique features that can help e-commerce firms regain consumers' trust that was lost due to widespread online fraud. Online fraud is a growing problem that has led to a loss of trust among consumers in e-commerce platforms. This research compared the effectiveness of these features. It used a multi-method approach combining two studies and showed that the unique features of blockchain technology affect consumers’ trust in e-commerce platforms. Some of these effects depend on other moderating variables. Finally, trust mediates the effects of these blockchain technology features on consumers’ behavioral intentions and future behavior. In summary, blockchain technology can be an effective tool for e-commerce firms to regain consumers’ trust and improve their behavioral intentions and future behavior by providing unique features that enhance trust in e-commerce platforms.