Disintermediation of consumer services through blockchain? The role of intermediary brands, value-added services, and privacy concerns

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE International Journal of Information Management Pub Date : 2024-05-27 DOI:10.1016/j.ijinfomgt.2024.102806
Andreas Strebinger , Horst Treiblmaier
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Abstract

This paper explores the dynamics between value-added services, intermediary brands, and consumer privacy concerns in shaping attitudes toward blockchain-enabled consumer services. Grounded in the Antecedents-Privacy Concerns-Outcomes (APCO) framework, we develop a theoretical model that we test in three experimental studies with a total of 1613 participants, utilizing verbal scenarios featuring blockchain applications for international money transfer and hotel booking. Our research reveals that complete disintermediation via pure peer-to-peer blockchain transactions is unlikely. Consumers prefer blockchain applications offering supplementary services like call centers, password assistance, and cancellation options. As consumers become familiar with blockchain technology, privacy concerns intensify due to its distributed and immutable storage. The fears of data breaches are more pronounced when blockchain applications are offered by unknown startups as opposed to well-known Big Tech companies. However, privacy-conscious consumers also value the prospect of distancing themselves from big-data ecosystems by embracing blockchain solutions from startups. Our research extends the APCO framework by clarifying how privacy concerns, brand-based heuristics, and technological attributes interact. For managerial implications, blockchain applications necessitate re-intermediation to meet consumer preferences. Potential intermediaries, including Big Tech firms, startups, and industry incumbents, face unique challenges in developing and marketing blockchain-enabled consumer services.

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通过区块链实现消费服务的去中介化?中介品牌的作用、增值服务和隐私问题
本文探讨了增值服务、中介品牌和消费者对隐私的关注之间的动态关系,以塑造人们对区块链消费者服务的态度。我们以 "前因--隐私关注--结果"(APCO)框架为基础,建立了一个理论模型,并在三项实验研究中对该模型进行了测试,共1613人参与了实验研究,研究利用了以国际汇款和酒店预订的区块链应用为特色的口头场景。我们的研究表明,通过纯粹的点对点区块链交易完全脱媒的可能性不大。消费者更喜欢提供呼叫中心、密码协助和取消选项等辅助服务的区块链应用。随着消费者对区块链技术的熟悉,由于其分布式和不可改变的存储方式,对隐私的担忧也随之加剧。与知名的大科技公司相比,如果区块链应用是由不知名的初创公司提供的,那么对数据泄露的担忧就会更加明显。不过,注重隐私的消费者也很看重通过接受初创公司的区块链解决方案而与大数据生态系统拉开距离的前景。我们的研究对 APCO 框架进行了扩展,阐明了隐私问题、基于品牌的启发式思维和技术属性是如何相互作用的。就管理意义而言,区块链应用需要重新中介以满足消费者的偏好。包括大型科技公司、初创企业和行业现有企业在内的潜在中介机构在开发和营销区块链消费者服务时面临着独特的挑战。
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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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