Blockchain for customer transparency in e-commerce a survival of fittest not fastest

Title

Blockchain for customer transparency in e-commerce a survival of fittest not fastest

Creator

Kumar N.; Jain G.; Shrivastawa A.

Description

Blockchain has been envisioned as the most disruptive technology in the landscape of ecommerce. There has been an array of challenges for e-commerce retailers to handle like transparency, immutability, reliability and disintermediation. The paper is an attempt to understand consumer acceptance towards new technology where the primary focus would be transparency and plans for human salvation by combating the environment and ethical challenges. The study emphasises the prospective use of blockchain technology in ecommerce industry which has been coupled with the vagueness of these issues. Unified theory of acceptance and use of technology (UTAUT) has been used as the base model to understand the consumer behaviour towards using blockchain technology as a new platform with special reference to fashion apparel sector. Providing traceability of product with an objective of consumer transparency in this mould will change the way of doing online shopping and will have more onus on retailers. Copyright 2023 Inderscience Enterprises Ltd.

Source

International Journal of Public Sector Performance Management, Vol-12, No. 45689, pp. 46-66.

Date

2023-01-01

Publisher

Inderscience Publishers

Subject

blockchain; consumer transparency; e-commerce; UTAUT

Coverage

Kumar N., School of Business and Management, CHRIST University, Bangalore, India; Jain G., European Blockchain Center, IT University of Copenhagen, Copenhagen, 2300, Denmark; Shrivastawa A., Faculty of Management Studies, Jaypee Business School, JIIT University, Sector 62, Uttar Pradesh, Noida, 201307, India

Rights

Restricted Access

Relation

ISSN: 17411041

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1504/IJPSPM.2023.132240

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