Regulation, highly publicized data leaks, and growing consumer concerns about data privacy and ownership challenge fashion brand marketersâ ability to accurately measure and act on consumer touchpoints with fashion brands. This study conceptually proposes using blockchain technology as a promising solution to analyzing verified customer behavior. Blockchain data holds untapped potential for applications in marketing analytics as a valuable means for gaining insight into consumer behavior across a customerâs path to purchase. As consumers increasingly enter Web3 environments, understanding how to use blockchain data effectively in analyzing consumer behavior will prove essential for fashion brand marketers to create value for their customers and the brands they represent. This conceptual study explores how blockchain data can enhance the value fashion brand marketers add throughout the pre-purchase, purchase, and post-purchase phases by enabling a higher level of customer interaction, loyalty tracking, and better prediction of customer demand, all while respecting consumer privacy.
Open access
Consumer Retail Behavior Studies
Blockchain Technology Applications and Security
Consumer Behavior in Brand Consumption and Identification
The thriving live streaming industry is driving manufacturers to invest in green innovation to meet the rising demand for eco-friendly products and to convey their sustainability efforts effectively. While supply chain models in live streaming have been explored in the literature, only a few studies have examined how the spillover effect from live streaming channels influence the investment decisions of manufacturers and live streaming platforms (LSPs) regarding green innovation and blockchain technology. This study considers four models, namely, no investment, manufacturer-led green innovation, joint manufacturer- LSP investments, and information sharing, to investigate how spillover effect, live streamer's effort, and information asymmetry influence investment decisions. Results show that the manufacturer consistently chooses green innovation. For the LSP, blockchain investment is effective when a positive spillover effect exists and when adoption cost remains low. The LSP is willing to invest in blockchain and share information for products with a low commission to benefit the entire supply chain, but investing in blockchain without sharing information is beneficial for products with a high commission. When a negative spillover effect exists, the LSP avoids investing without sharing information. When a positive spillover effect exists, the manufacturer's investment generally yields greater profit gains for the LSP, while the LSP's investment benefits the manufacturer more. A blockchain cost-sharing contract can also achieve supply chain coordination.
Perkembangan NFT telah mengubah landskap seni visual kontemporari dengan menyediakan peluang pemilikan digital serta akses ke pasaran global, namun kajian tentang persepsi nilai pengguna masih terhad dalam memahami motivasi pembeli dari aspek teknikal dan ekonomi. Justeru, kajian ini membangunkan Model Faktor Pemilihan NFT (MP-NFT) bagi menjelaskan bagaimana pembeli menilai dan membuat Keputusan terhadap pemilihan NFT dalam seni visual kontemporari, menggunakan pendekatan kualitatif melalui temu bual separa berstruktur dengan tujuh artis seni visual kontemporari di Malaysia. Analisis tematik berpandukan teori persepsi nilai pengguna oleh Troilo, Holbrook, Sheth, dan Zeithaml mendedahkan lapan dimensi utama ekonomi, sosial, psikologi, teknologi, cabaran, pengalaman, nilai dan kesan, serta masa depan NFTâyang melahirkan 22 faktor penting membentuk Model MP-NFT. Kajian ini bukan Sahaja memperkaya perbahasan teori mengenai persepsi nilai pengguna NFT, malah berfungsi sebagai panduan praktikal kepada pembeli, artis, pemasar, dan pembuat dasar dalam memperkasakan ekonomi seni digital serta menegaskan peranan NFT sebagai pemangkin perkembangan seni visual kontemporari di Malaysia
Open access
Cultural Industries and Urban Development
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
An inventive blockchain-based e-business model for the fashion industry is demonstrated in this article. Analyses of Web3 and blockchain concepts are conducted, with a particular emphasis on how blockchain affects current business structures. The research's objective is to demonstrate how current e-business models integrate with blockchain platforms, the NFT marketplace, and the Web3 environment. An example of creating a blockchain and NFT-based business model for the fashion industry is provided as a proof of concept. The suggested model should demonstrate how blockchain technology may be used to trace business transactions between every stakeholder in the fashion industry's supply chain. The Fashion NFT Marketplaceâs implementation and the demonstration of the smart contract created with the Solidity programming language are given particular attention.
Purpose This study aims to examine the impact of non-fungible tokens (NFTsâ) characteristics on Chinese consumersâ purchase intention towards luxury fashion physical products. It also investigates the mediating role of perceived hedonic value and moderating role of perceived NFTâphysical product fit during the buying process. Design/methodology/approach A conceptual model combining StimuliâOrganismâResponse Model and Theory of Consumption Value was established. A purposive sampling method was adopted to collect data from luxury fashion consumers aged 21â41 who lived in four Tier 1 cities in China. Structural equation modelling and SmartPLS 4.0 were utilized to analyse the 304 valid questionnaires collected. Findings The studyâs findings indicate that luxury fashion NFTs with four characteristics (NFT scarcity, NFT exclusivity, NFT design aesthetic and NFT novelty) affect Chinese consumersâ purchase intention towards luxury fashion physical products positively, with perceived hedonic value mediating these relationships. Further, perceived NFTâphysical product fit moderates the relationship between perceived hedonic value and purchase intention. Originality/value This study bridges a gap in investigating the interplay between NFTs as intangible collectibles and tangible products, by stressing the significant role played by NFTs in influencing the purchase intention of luxury fashion products. This paper contributes to an understanding of consumersâ psychological responses and behaviours towards NFTs, providing a new perspective in the study of luxury fashion NFTs in the context of marketing strategy and consumption.
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
Gaurav Bathla, Ashish Raina, Varinder Singh Rana, S. Mishra
The integration of blockchain technology into the hospitality industry represents a significant opportunity to enhance operational efficiency and improve guest experiences. Blockchain, a decentralized digital ledger offers transparency in security and immutability of data making it well-suited for applications in hospitality. The chapter explores various applications of blockchain technology in hospitality including booking and reservation systems, payment solutions, identity verification, supply chain management, loyalty programs and guest reviews. By leveraging blockchain hospitality businesses can streamline processes, reduce costs and provide more personalized services to guests. However, the adoption of blockchain in hospitality also presents challenge including technical scalability issues, regulatory uncertainties and integration complexities. Collaborative efforts between industry stakeholders, technology providers and regulatory bodies will be essential in overcoming these challenges and unlocking the transformative power of blockchain in hospitality.
S. Arivarasan, D Nithish, P Rahul, K Senthurvel · 5 authors
As for therapeutic, ethical and legal restrictions regarding vegetablesâ accessibility today and concerning registration, matching of the donor-recipient pair, vegetable removal, delivery and transplantation, the needs and challenges vegetable supply and transplantation systems offer today are diverse. This means that to enhance the patient experience and gain their trust, demands for vegetable supply and transplantation that is just and efficient the requires an end-to-end system. Thus, in this study, we give a new solution concept of vegetable supply system which is Decentralized, Safe, Transparent, Auditable, Confidential. in Vegetable Supply and transplantation Buyer through sha256 private blockchain. We also list six algorithms and describe the implementation, testing, and validation of all the algorithms.
Chinaâs digital collectibles utilize blockchain technology to create unique digital certificates for specific works and artworks that consumers can purchase, collect, and use. Digital collectibles are localized Chinese digital products, similar to non-fungible token (NFT), but with differences. This study explores the influencing factors and mechanisms of consumer purchase in digital collectibles. Our study developed a research model based on the Stimulus-Organism-Response (SOR) paradigm and the integration of perceived value theory and social identity theory. We used a questionnaire survey method and obtained 333 valid samples. Then, we used PLS-SEM to test the model. The empirical results are as follows: (1) Our study constructs and validates a multidimensional structure of perceived value and perceived risk; (2) consumersâ perceived value influences their purchase intentions through the mediating roles of consumer-digital collectibles cognitive identification and affective identification; (3) both supply-based scarcity and demand-based scarcity have a positive moderating effect on the relationship between cognitive identification and purchase intention. Our study reveals the pathway mechanism of the purchase intention and demonstrates the moderating roles of supply-based and demand-based scarcity. In addition, our study can provide practical suggestions for platforms and industries to conduct marketing activities and avoid risk.
With the recent growth of the sharing economy, businesses offering shared-kitchen services are expanding rapidly. Due to the communal nature of these kitchens, there is a heightened need for systematic food safety management. However, existing research on blockchain applications has largely overlooked shared kitchens, a complex setting with numerous stakeholders and sensitivity to real-time kitchen conditions. This study addresses this gap by proposing a blockchain-based food safety management system for shared kitchens. The systemâs functional requirements were meticulously outlined based on guidelines from South Koreaâs Ministry of Food and Drug Safety. Key participants were identified as system users, and use cases were crafted in alignment with their responsibilities and roles to ensure effective safety management. Additionally, the blockchain systemâs mechanisms for enhancing safety in shared kitchens were substantiated through specific use cases and detailed data structures, addressing issues related to forgery, alteration, and management challenges. This study also offers practical insights that can facilitate more structured safety management in shared-kitchen environments.
ABSTRACT The exponential growth of the online luxury resale market has spurred a notable shift toward a circular economy, reflecting the increasing consumer preference for preâowned luxury items. Nevertheless, this growth presents challenges related to product authenticity and seller credibility. In response to these concerns, blockchain technology (BT) emerges as a promising solution, leveraging a decentralized ledger to enhance transparency and reduce information asymmetry. This allows for the traceability of preâowned luxury goods, addressing issues of provenance and authenticity in the online resale space. By incorporating regulatory focus theory into the uncertainty reduction theory, this study examines how approach and avoidance motivations impact evaluations of BTâenabled platforms to effectively mitigate consumer uncertainties and influence trust. The collected data (N= 511) was analyzed through partial least squares structural equation modeling (PLSâSEM; study 1), and a complementary qualitative study (study 2) was additionally conducted. Results reveal that distinct motivations coexist, each following separate pathways to build consumer trust. Findings indicate that an approach orientation mindset highly values the reliability of BTâenabled information, while an avoidance orientation focuses on risk mitigation and expresses heightened uncertainty in online transactions. Consequently, BT is found to be instrumental in reducing consumer concerns about purchasing preâowned luxury products. The study contributes to the existing literature by shedding light on the psychological dynamics influencing consumer trust in BTâenabled platforms, has implications for luxury retailers contemplating BT integration, and offers insights into consumer behavior that can inform strategies to enhance perceived trust in online luxury resale.
Jacqueline K. Eastman, Atefeh Yazdanparast, Seth Ketron
Purpose The present research takes a qualitative approach to examine young adult consumersâ perceptions and intentions toward non-fungible tokens (NFTs). The goal of the study is to identify consumer sub-segments of young adults based on their perceptions of/intentions toward NFTs. Design/methodology/approach This research utilized qualitative/thematic analysis. Findings The results revealed three sub-segments of young adults with different perceptions of NFTs. The largest group, Authenticators, perceive NFTs as luxurious digital possessions that are prestigious, have premium prices and are high quality. They are most likely to be early/late majority, but some are innovators/early adopters. The second-largest group, Pessimists, hold negative views about NFTs, seeing them as fads, silly and/or a waste of time and believing that investing in them is risky. These individuals are most likely to be laggards in terms of adoption. The smallest group, Futurists, hold forward-thinking views about NFTs. They are most likely to see themselves as innovators/early adopters, think of NFTs as the future of asset ownership, investment and digital life, and do not perceive them as overly risky. Originality/value The findings add to the scant literature on NFTs in marketing by documenting three potential sub-segments of young adult consumers for NFTs. NFT marketers should take care in effectively marketing NFTsâ value and addressing their risks to consumers as they relate to the identified consumer segments.
Consumer Behavior in Brand Consumption and Identification