پیوندهای مفید
آمار
| تعداد نشریات | 21 |
| تعداد شمارهها | 675 |
| تعداد مقالات | 9,814 |
| تعداد مشاهده مقاله | 69,672,880 |
| تعداد دریافت فایل اصل مقاله | 49,025,807 |
Using the structural equation modeling method in building customer trust in the blockchain-based marketing ecosystem | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 28، دوره 15، شماره 5، مرداد 2024، صفحه 337-352 اصل مقاله (401.03 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2023.30450.4406 | ||
| نویسندگان | ||
| Mahboubeh Ghavidast Kouhpayeh1؛ Esfandiar Doshman Ziari* 2؛ Alireza Rousta3 | ||
| 1Department of Business Management, Shahr-e-Qods Branch,Islamic Azad University, Tehran, Iran | ||
| 2Department of Business Management, Eslamshahr Branch, Islamic Azad University, Tehran, Iran | ||
| 3Department of Business Management, Shahr-e-Qods Branch,Islamic Azad University, Tehran, Iran | ||
| تاریخ دریافت: 05 اسفند 1401، تاریخ بازنگری: 23 فروردین 1402، تاریخ پذیرش: 30 اردیبهشت 1402 | ||
| چکیده | ||
| In less than a decade, innovative blockchain technology can become one of the valuable pillars of business marketing with its gradual presence and the emergence and as well as with giving a clear vision of its presence in the future so that based on its characteristics, it will be able to provide the fields of development and strengthening of confidence in customers. Considering that one of the goals of marketing is to gain customer confidence and blockchain technology based on its capabilities is a technology that tries to develop transparency and confidence in both parties of an exchange, the purpose of this study is to investigate the role of confidence-building components in blockchain technology on the development of customer confidence programs in marketing ecosystems. In this field, the focus of the research is specifically on the insurance industry and customer confidence building in this industry based on blockchain technology. In terms of purpose, the present study is classified as an applied study, and in terms of research type; it is classified as descriptive survey research. The data required for the research was collected based on the opinions of 228 managers and experts in the field of information technology in the insurance industry and a closed-ended questionnaire tool. The collected data were analyzed using the structural equation modeling method and SPSS AMOS 18 software to check the significance of the relationships considered in the research. The results of data analysis showed that, in general, confidence derived from mechanisms and confidence-building capabilities of blockchain technology has a significant and positive relationship with the outcomes of customer confidence in both financial and non-financial dimensions. Also, among the various dimensions of customer confidence, three variables including confidence caused by transparency, confidence caused by privacy, and confidence caused by user supervision have significant relationships with both financial and non-financial outcomes, which confirms the importance of three dimensions of protecting privacy, transparency and ability to monitor interactions and communications for users to gain confidence in the insurance industry business. | ||
| کلیدواژهها | ||
| Keywords: customer trust؛ blockchain technology؛ marketing ecosystem؛ structural equation modeling | ||
| مراجع | ||
|
[1] M.H. Ali, L. Chung, A. Kumar, S. Zailani and K.H. Tan, A sustainable blockchain framework for the halal food supply chain: Lessons from Malaysia, Technol. Forecast. Soc. Change 170 (2021), 120870. [2] I. Antoniadis, S. Kontsas and K. Spinthiropoulos, Blockchain and brand loyalty programs: A short review of applications and challenges, Int. Conf. Econ. Sci. Bus. Admin. Spiru Haret Univer. 5 (2019), no. 1, 8–16. [3] H.F. Atlam, M.A. Azad, A.G. Alzahrani and G. Wills, A review of blockchain in Internet of things and AI, Big Data and Cognitive Comput. 4 (2020), no. 4, 28. [4] M. Biella and V. Zinetti, Blockchain technology and applications from a financial perspective, Unicredit Technical Report, 2016. [5] B. Bozic, S. Siebert and G. Martin, A grounded theory study of factors and conditions associated with customer trust recovery in a retailer, J. Bus. Res. 109 (2020), 440–448. [6] R. Brophy, Blockchain and insurance: A review for operations and regulation, J. Financ. Regul. Compliance 28 (2019), no. 2, 215–234. [7] M. Bunger, Blockchain for industrial enterprises: Hype, reality, obstacles, and outlook, IoT Agenda, 2017. [8] W.W. Chin, The partial least squares approach to structural equation modeling, Modern Methods Bus. Res. 295 (1998), no. 2, 295–336. [9] P.L. Cvitanovi´c, New technologies in marketing as competitive advantage, Entrenova Enterprise Res. Innov. 4 (2018), no. 1, 266–274. [10] C.F. Da Silva and S. Moro, Blockchain technology as an enabler of consumer trust: A text mining literature analysis, Telematics Inf. 10 (2021), no. 3, 156–177. [11] Y. Ding, D. Luo, H. Xiang, W. Liu and Y. Wang, Design and implementation of Blockchain-based digital advertising media promotion system, Peer-to-Peer Network. Appl. 14 (2021), no. 2, 482–496. [12] C.F. Durach, T. Blesik, M. von During and M. Bick, Blockchain applications in supply chain transactions, J. Bus. Logistics 42 (2021), no. 1, 7–24. [13] A.V. Ertemel, Implications of blockchain technology on marketing, J. Int. Trade Logistics Law 4 (2018), no. 2, 35–44. [14] A. Fulmer and K. Dirks, Multilevel trust: A theoretical and practical imperative, J. Trust Res. 8 (2018), no. 2, 137–141. [15] M. Ghavidast Kouhpayeh, Designing and presenting the model of customer confidence in the marketing ecosystem based on Blockchain technology, Preprint (2022). [16] J. Golosova and A. Romanovs, The advantages and disadvantages of Blockchain technology, IEEE 6th Workshop Aadv. Inf. Electronic Electric. Engin. (AIEEE), IEEE, 2018, pp. 1–6. [17] A. Gorkhali, L. Li and A. Shrestha, Blockchain: A literature review, J. Manag. Anal. 7 (2020), no. 3, 321–343. [18] K. Grayson and D. Johnson, Marketplace trust, D.T. Cook and J.M. Ryan (eds.), The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies, 2015. [19] D. Harrington, Confirmatory Factor Analysis, Oxford University Press, 2009. [20] D. Jain, M.K. Dash, A. Kumar and S. Luthra, How is blockchain used in marketing: A review and research agenda, Int. J. Inf. Manag. Data Insights 1 (2021), no. 2, 100044. [21] K. Jones, How much will blockchain really affect digital marketing?, Forbes, https://www.forbes.com/sites/forbesagencycouncil/2018/10/04/how-much-will-blockchain-really-affect-digitalmarketing/?sh=33e099e30dc2, 2018. [22] A. Kosba, A. Miller, E. Shi, Z. Wen and C. Papamanthou, Hawk: The blockchain model of cryptography and privacy-preserving smart contracts, IEEE Symp. Security Privacy (SP), IEEE, 2016, pp. 839–858. [23] N. Kshetri, Blockchain’s roles in meeting key supply chain management objectives, Int. J. Inf. Manag. 39 (2018), 80–89. [24] V. Leninkumar, The relationship between customer satisfaction and customer trust on customer loyalty, Int. J. Acad. Res. Bus. Soc. Sci. 7 (2017), no. 4, 450–465. [25] A. Marthews and C. Tucker, What blockchain can and can’t do: Applications to marketing and privacy, Int. J. Res. Market. 40 (2023), no. 1, 49–53. [26] H. Mirzaei, Research methodology, Shaisheta Gostar, Tehran, 2009. [27] J.F. Moore, Predators and prey: A new ecology of competition, Harvard Bus. Rev. 71 (1993), no. 3, 75–86. [28] J. Nazari and M. Mokhtaripoor, Factor analysis and its application in social sciences, Book of Month of Social Sciences 2018. [29] R. Peres, M. Schreier, D.A. Schweidel and A. Sorescu, Blockchain meets marketing: Opportunities, threats, and avenues for future research, Int. J. Res. Market. 40 (2022), no. 1. [30] M.D.L.A. Perez-Sanchez, Z. Tian, A. Barrientos-Baez, J. Gomez-Galan and H. Li, Blockchain technology for winning consumer loyalty: Social norm analysis using structural equation modeling, Mathematics 9 (2021), no. 5, 532. [31] A. Rejeb, J.G. Keogh and H. Treiblmaier, How Blockchain technology can benefit marketing: Six pending research areas, Front. Blockchain 3 (2020), 59–72. [32] D. Shin and W.T. Bianco, In Blockchain we trust: Does Blockchain itself generate trust?, Soc. Sci. Quart. 101 (2020), no. 7, 2522–2538. [33] V. Stallone, M. Wetzels and M. Klaas, Applications of Blockchain technology in marketing systematic review of marketing technology companies, Blockchain: Res. Appl. 2 (2021), no. 3, 100023. [34] T.M. Tan and S. Saraniemi, Trust in Blockchain-enabled exchanges: Future directions in Blockchain marketing, J. Acad. Mark. Sci. (2022). https://doi.org/10.1007/s11747-022-00889-0 [35] S. Udegbe, Impact of blockchain technology in enhancing customer loyalty programs in airline business, Int. J. Innov. Res. Adv. Stud. 4 (2017), no. 6, 257–263. [36] L. Wang, X.R. Luo and F. Lee, Unveiling the interplay between Blockchain and loyalty program participation: A qualitative approach based on blockchain, Int. J. Inf. Manag. 49 (2019), 397–410. | ||
|
آمار تعداد مشاهده مقاله: 32,394 تعداد دریافت فایل اصل مقاله: 17,330 |
||