Application of Blockchain in e-commerce Markets: The impact of Blockchain on e-commerce and consumer trust

Abstract

Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe main aim of this work is to explore whether blockchain technology has the potential to increase consumer confidence, and if so, how. Some key constructs such as privacy, transparency, and costsaving were studied to try to understand whether they affect consumer trust. A literature review was carried out followed by an empirical analysis using the SmartPLS 4 programme. In order to carry out the analysis, data was collected through a questionnaire aimed at all online shoppers, obtaining a total of 166 responses. The results revealed that transparency plays a significant role in increasing consumer confidence and the perception of security, while cost-saving has a significant impact on consumers' perceived value. Overall, it was possible to conclude that the structural model highlights that these mechanisms contribute to increasing consumer confidence, thus increasing the value proposition of blockchain-enabled platforms on e-commerce. The study provides actionable insights for e-commerce platforms, emphasizing the importance of transparency, cost-saving, and privacy strategies to cultivate trust and optimize user experiences