Blockchain Technology for Winning Consumer Loyalty: Social Norm Analysis Using Structural Equation Modeling

María de los Ángeles Pérez-Sánchez, Zhuowei Tian, Almudena Barrientos-Báez, José Gómez-Galán and Hanliang Li
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María de los Ángeles Pérez-Sánchez: Department of Tourism and Hotel Management, School of Management, Zhejiang University, N. 866 Yuhangtang Rd, Xihu, Hangzhou 310000, China
Zhuowei Tian: Department of Tourism and Hotel Management, School of Management, Zhejiang University, N. 866 Yuhangtang Rd, Xihu, Hangzhou 310000, China
Almudena Barrientos-Báez: Faculty of Education, International University of La Rioja (UNIR), Avda. de la Paz, 26006 Logroño, Spain
José Gómez-Galán: Department of Education, University of Extremadura, Avda. de Elvas, s/n, 06006 Badajoz, Spain
Hanliang Li: Department of Tourism Management, Zhejiang University City College, 51 Huzhou St, Gongshu District, Hangzhou 310015, China

Mathematics, 2021, vol. 9, issue 5, 1-18

Abstract: Remarkable changes have taken in social operation mode and consumers’ behavior mode because of the foot ban during the pandemic spread of COVID-19. Digital technologies such as Blockchain have shown potential in gaining competitive advantages for enterprises in such situations. This study aims to provide an insight into how to gain consumer loyalty through the use of modern and efficient Blockchain technology. In contrast to the current literature, this study combined the technology acceptance model of planned behavior theory, social exchange theory to explain the loyalty of an online travel agency (OTA) consumer. A self-administered questionnaire was used to collect data from citizens in Hangzhou, a city full of technological innovation atmosphere. Using structural equation modeling with SmartPLS©, responses from 1403 citizens were analyzed. Social norm was discovered to have a positive and significant association with the consumers’ attitude toward technology and thus enhancing the perceived usability and hedonism of OTA application, which can increase consumer loyalty. The findings suggested OTAs may gain consumers’ loyalty through adopting Blockchain technology, and local governments have played a key role in creating such an environment. New technologies have become essential professional and social tools for society. The technological environment and Blockchain within the tourism sector are fundamental elements of China’s economic engine.

Keywords: Blockchain; models; structural equation modeling; social norm; communication; COVID-19; Chinese tourism; loyalty (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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