Blockchain and Enhancing Online Retail Consumer Value
Yanji Duan · IEEE Engineering Management Review · 2024
Drawing on recent research, this note discusses the important role of blockchain technology in enhancing consumer value in online retail. Building upon two of my current research projects, my colleagues and I investigate the influence of blockchain technology on consumer perceptions within supply chains, and additionally, examine the effects of blockchain transparency and education on both consumer attitudes and, subsequently, managerial decision-making. These studies allow us to rethink technology management in online retail by applying an emerging blockchain paradigm, offering insights into its unique features and strategic value in enhancing transparency and consumer trust, and shaping managerial strategies in developed economies.