Title: Blockchain for customer transparency in e-commerce - a survival of fittest not fastest

Authors: Nishant Kumar; Geetika Jain; Archana Shrivastawa

Addresses: School of Business and Management, CHRIST University, Bangalore, India ' European Blockchain Center, IT University of Copenhagen, Copenhagen, 2300, Denmark ' Faculty of Management Studies, Jaypee Business School, JIIT University, Sector 62, Noida, Uttar Pradesh 201307, India

Abstract: Blockchain has been envisioned as the most disruptive technology in the landscape of ecommerce. There has been an array of challenges for e-commerce retailers to handle like transparency, immutability, reliability and disintermediation. The paper is an attempt to understand consumer acceptance towards new technology where the primary focus would be transparency and plans for human salvation by combating the environment and ethical challenges. The study emphasises the prospective use of blockchain technology in ecommerce industry which has been coupled with the vagueness of these issues. Unified theory of acceptance and use of technology (UTAUT) has been used as the base model to understand the consumer behaviour towards using blockchain technology as a new platform with special reference to fashion apparel sector. Providing traceability of product with an objective of consumer transparency in this mould will change the way of doing online shopping and will have more onus on retailers.

Keywords: blockchain; UTAUT; consumer transparency; e-commerce.

DOI: 10.1504/IJPSPM.2023.132240

International Journal of Public Sector Performance Management, 2023 Vol.12 No.1/2, pp.46 - 66

Received: 31 Jul 2020
Accepted: 11 Sep 2020
Published online: 14 Jul 2023 *

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