所见即所得:区块链技术透明度对消费者的影响

IF 2.5 3区 管理学 Q3 BUSINESS Marketing Letters Pub Date : 2024-03-16 DOI:10.1007/s11002-024-09723-9
Matilde Rapezzi, Gabriele Pizzi, Gian Luca Marzocchi
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引用次数: 0

摘要

区块链技术(BT)能够确保供应链中每笔交易的透明度,因此有机会增强消费者对零售商的反应。根据信号传递理论,我们提出并测试了一个理论模型来检验区块链技术的效果。我们在三个实验中检验了我们的理论,共有 1995 人参与了实验。我们的研究结果表明,BT 引发的零售商透明度会增强消费者的质量感知和对零售商的信任。因此,消费者会对零售商表现出更高的未来意愿。研究结果表明,信息量调节了透明度的效果。此外,研究还排除了互动性和心理想象这两种对 BT 透明度影响的可能替代解释。我们的研究结果揭示了供应链透明度在影响消费者对零售商反应方面的重要性,并鼓励零售商考虑店内技术(如 BT),使消费者能够获取此类信息。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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What you see is what you get: the impact of blockchain technology transparency on consumers

Blockchain technology (BT) represents a chance to bolster consumer responses toward retailers due to its ability to ensure transparency in each transaction within supply chain. Relying on signaling theory, we propose and test a theoretical model to examine BT effects. We test our theorizing in three experiments involving a total of 1995 participants. Our results suggest that retailer transparency elicited by BT fosters enhanced quality perceptions and retailer trust. As a result, consumers display higher future intentions toward the retailer. The findings illustrate that information quantity moderates the effects of transparency. Furthermore, the studies rule out interactivity and mental imagery as two possible alternative explanations of the effects of BT transparency. Our findings shed light on the importance of transparency in the supply chain in influencing consumer responses toward retailers and encourage retailers to consider in-store technologies such as BT that enable consumers to access such information.

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来源期刊
Marketing Letters
Marketing Letters BUSINESS-
CiteScore
5.90
自引率
5.60%
发文量
51
期刊介绍: Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett
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