RELATIONSHIP BETWEEN DIGITAL MARKETING CAPABILITY AND CONSUMER BEHAVIOR PURCHASE INTENTION ON DIGITAL PLATFORMS WITH BLOCKCHAIN TECHNOLOGY AS A MODERATING VARIABLE

Abstract

The advancement of global technology affects consumers' purchasing behavior. With the popularization of the Internet and mobile tools, people's shopping methods are gradually shifting from offline to digital online via Internet and mobile communications. These marketplaces have very high requirements in terms of marketing capabilities and mobile communications. Digital marketing capabilities (DMC) have become the core of companies’ competitiveness. Blockchain technology (BT) is becoming the latest technology to disrupt this industry after big data. Applying BT to the digital purchase platforms to build effective DMC has become an important part of the core competitiveness of many Internet companies. Constructing a consumer behavior model for DMC with a moderating effect of BT based on the research on consumer behavior intentions on digital platforms (DPCI) has become the key objective of our study. Interviews and questionnaire surveys have been mainly conducted with digital platform managers as the key research object. SPSS has been used on the 300 valid questionnaires received. We may conclude that DMC positively affects DPCI, and BT is playing a regulatory role on both of them. Our empirical results enrich the theoretical model of DMC.