Consumers' concerns and the role of blockchain technology in mobile food delivery applications

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Khuram Shahzad , Qingyu Zhang , Abaid Ullah Zafar , Muhammad Faisal Shahzad , Wenping Liu
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引用次数: 0

Abstract

The use of blockchain technology (BT) is transforming consumer behavior and enhancing business values, but its role in the context of mobile food delivery applications (MFDAs) is underexplored. Therefore, this study utilizes stimulus–organism–response theory to determine consumers' willingness to pay more (WPM) and behavioral intention to use BT-enabled MFDAs. The empirical analysis was conducted using the structural equation modeling approach. The findings establish that traceability, transparency, and privacy assurance positively influence consumers' perceived values. Furthermore, IT knowledge positively moderates the relationships between privacy assurance, traceability, and perceived value. Further, perceived value positively impacts WPM and behavioral intention. Finally, consumers' trust in BT moderates the relationships between perceived value, WPM, and behavioral intention to use BT-enabled MFDAs. MFDA platforms should ensure the applicability of BT on a priority basis and operationalize it to meet consumers’ needs and demands.

消费者的担忧和区块链技术在移动食品配送应用中的作用
区块链技术(BT)的使用正在改变消费者行为并提升商业价值,但其在移动餐饮外卖应用程序(MFDA)中的作用尚未得到充分探索。因此,本研究利用刺激-机体-反应理论来确定消费者使用支持 BT 的 MFDAs 的 "愿意支付更多"(WPM)和 "行为意向"。实证分析采用结构方程模型法进行。研究结果表明,可追溯性、透明度和隐私保证对消费者的感知价值有积极影响。此外,信息技术知识对隐私保证、可追溯性和感知价值之间的关系有积极的调节作用。此外,感知价值会对 WPM 和行为意向产生积极影响。最后,消费者对 BT 的信任调节了感知价值、WPM 和使用支持 BT 的 MFDA 的行为意向之间的关系。MFDA 平台应优先确保 BT 的适用性,并使其具有可操作性,以满足消费者的需求。
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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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