The Role of Blockchain in C2C E-Commerce Business Models
Marija Đuranović, Александра Лабус, Zorica M. Bogdanović, Dušan Barać, Marijana S. Despotovic-Zrakic · Advances in marketing, customer relationship management, and e-services book series · 2023
This chapter analyses the role and potential applications that blockchain as a technology can bring to C2C e-commerce business models. The main goal is to present a systematic analysis of potential applications of blockchain in C2C e-commerce, presenting the expected benefits and the main challenges. As a proof-of-concept, the chapter will specifically address the aspect of developing a C2C market based on blockchain, addressing the specifics of the business model, implementation aspects, and interest of potential customers. The authors propose a design of a C2C platform based on blockchain, that enables efficient and secure C2C transactions without intermediaries. The authors also present the results of a preliminary readiness study, based on the UTAUT2 model of assessing technological readiness. The results point out the importance of the effect of social influence on behavioral intention. The results aim to help business and technical developers shape their blockchain-based e-commerce business models.