The Role of Blockchain Technology in Enhancing Consumers' Impulsive Buying Behavior

【Author】 Shahzad, Khuram; Zafar, Abaid Ullah; Shahzad, Muhammad Faisal; Husnain, Mudassir; Hayat, Khizar

【Source】INTERNATIONAL JOURNAL OF CONSUMER STUDIES

【影响因子】7.096

【Abstract】Product quality is essential for companies' success because it is integral to meeting customers' expectations. In this context, blockchain technology (BT) offers potential solutions for tracking products' origins and flows, eliminating or reducing fraudulent activities efficiently and effectively. Drawing upon signaling theory, this study investigates how BT's traceability and transparency attributes can enhance consumers' urge to buy impulsively and impulsive buying behavior. The results reveal that transparency positively affects perceived product quality and trust in BT-enabled e-commerce platforms. Moreover, traceability positively affects perceived product quality and product affection. The study also identifies that perceived product quality positively affects the urge to buy impulsively and product affection. In addition, product affection and consumers' trust positively affect the urge to buy impulsively and impulsive buying behavior. Furthermore, the urge to buy impulsively positively affects impulsive buying behavior. Finally, consumers' situations moderate the relationship between the urge to buy impulsively and impulsive buying behavior. The findings provide insight for e-commerce platforms and sellers to refine marketing strategies by providing BT-related signals.

【Keywords】blockchain technology; consumers' situations; impulsive buying behavior; perceived product quality; traceability; transparency

【发表时间】2024 NOV

【收录时间】2024-10-26

【文献类型】实证数据

【主题类别】

区块链应用-实体经济-电商领域