Building Blocks for a Better Buyer Experience: Consumer Perceptions of Blockchain Authentication Methods in Second-Hand Luxury E-Commerce
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Title: Building Blocks for a Better Buyer Experience: Consumer Perceptions of Blockchain Authentication Methods in Second-Hand Luxury E-Commerce
Date of the Seminar: 2nd of June, 2023
Course: BUSN39: Degree Project in Global Marketing
Authors: Lisa Alm, Amanda Gerth & Katie Fajer
Supervisor: Burak Tunca
Keywords: Second-hand luxury e-commerce, Blockchain technology, Authentication, Perceived Risk, Theory of Planned Behaviour, Consumer Behaviour.
Thesis Purpose: To explore consumer perspectives towards the implementation blockchain technology as a service offered within the authentication of second-hand vintage luxury e-commerce
Methodology: This quantitative research study utilises an independent sample t-test to... (More) - Title: Building Blocks for a Better Buyer Experience: Consumer Perceptions of Blockchain Authentication Methods in Second-Hand Luxury E-Commerce
Date of the Seminar: 2nd of June, 2023
Course: BUSN39: Degree Project in Global Marketing
Authors: Lisa Alm, Amanda Gerth & Katie Fajer
Supervisor: Burak Tunca
Keywords: Second-hand luxury e-commerce, Blockchain technology, Authentication, Perceived Risk, Theory of Planned Behaviour, Consumer Behaviour.
Thesis Purpose: To explore consumer perspectives towards the implementation blockchain technology as a service offered within the authentication of second-hand vintage luxury e-commerce
Methodology: This quantitative research study utilises an independent sample t-test to compare Perceived Risk, Attitudes, Perceived Behavioural Control, Subjective Norms, and Purchase Intention in regard to authentication method surveyed. Mediation analyses were performed to examine the mediating effects of each variable on the relationship between authentication method and Purchase Intention.
Theoretical Perspective: The theoretical foundation of this study is primarily grounded in “Risk theory in consumer behaviour” as proposed by Taylor, (1974) as well as Ajzen’s (1985) Theory of Planned Behaviour.
Empirical Data: A web survey was distributed through internet forums, gathering 190 respondents who were randomly assigned to answer questions regarding either Blockchain Authentication (90 respondents) or Traditional Paper Authentication (86 respondents).
Findings: The data analysis confirmed that Perceived Risk was lower among participants who received the blockchain authentication survey. Additionally, increased Perceived Behavioural Control was observed among these respondents. Mediating effects on the relationship between Authentication Method and Purchase Intention were also deemed to be present through these variables.
Implications: This thesis fills a research gap by examining consumer perceptions in relations to Blockchain Authentication within luxury resale e-commerce, creating a foundation for future consumer-based research in the field. The study confirms that by implementing Blockchain Authentication luxury resale e-platforms may lower perceived risk among consumers as well as increase perceived behavioural control, and thereby increase Purchase Intention. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9126559
- author
- Fajer, Katie LU ; Alm, Lisa LU and Gerth, Amanda LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Second-hand luxury e-commerce, Blockchain technology, Authentication, Perceived Risk, Theory of Planned Behaviour, Consumer Behaviour.
- language
- English
- id
- 9126559
- date added to LUP
- 2023-06-29 09:05:21
- date last changed
- 2023-06-29 09:05:21
@misc{9126559,
abstract = {{Title: Building Blocks for a Better Buyer Experience: Consumer Perceptions of Blockchain Authentication Methods in Second-Hand Luxury E-Commerce
Date of the Seminar: 2nd of June, 2023
Course: BUSN39: Degree Project in Global Marketing
Authors: Lisa Alm, Amanda Gerth & Katie Fajer
Supervisor: Burak Tunca
Keywords: Second-hand luxury e-commerce, Blockchain technology, Authentication, Perceived Risk, Theory of Planned Behaviour, Consumer Behaviour.
Thesis Purpose: To explore consumer perspectives towards the implementation blockchain technology as a service offered within the authentication of second-hand vintage luxury e-commerce
Methodology: This quantitative research study utilises an independent sample t-test to compare Perceived Risk, Attitudes, Perceived Behavioural Control, Subjective Norms, and Purchase Intention in regard to authentication method surveyed. Mediation analyses were performed to examine the mediating effects of each variable on the relationship between authentication method and Purchase Intention.
Theoretical Perspective: The theoretical foundation of this study is primarily grounded in “Risk theory in consumer behaviour” as proposed by Taylor, (1974) as well as Ajzen’s (1985) Theory of Planned Behaviour.
Empirical Data: A web survey was distributed through internet forums, gathering 190 respondents who were randomly assigned to answer questions regarding either Blockchain Authentication (90 respondents) or Traditional Paper Authentication (86 respondents).
Findings: The data analysis confirmed that Perceived Risk was lower among participants who received the blockchain authentication survey. Additionally, increased Perceived Behavioural Control was observed among these respondents. Mediating effects on the relationship between Authentication Method and Purchase Intention were also deemed to be present through these variables.
Implications: This thesis fills a research gap by examining consumer perceptions in relations to Blockchain Authentication within luxury resale e-commerce, creating a foundation for future consumer-based research in the field. The study confirms that by implementing Blockchain Authentication luxury resale e-platforms may lower perceived risk among consumers as well as increase perceived behavioural control, and thereby increase Purchase Intention.}},
author = {{Fajer, Katie and Alm, Lisa and Gerth, Amanda}},
language = {{eng}},
note = {{Student Paper}},
title = {{Building Blocks for a Better Buyer Experience: Consumer Perceptions of Blockchain Authentication Methods in Second-Hand Luxury E-Commerce}},
year = {{2023}},
}