Predicting User Behaviour Based on the Level of Interactivity Implemented in Blockchain Technologies in Websites and Used Devices

Milica Jevremović, Nada Staletić, Gheorghe Orzan (), Milena P. Ilić, Zorica Jelić, Cristina Teodora Bălăceanu and Oana Valeria Paraschiv
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Milica Jevremović: Information Technology School ITS-Belgrade, Savski Nasip 7, 11000 New Belgrade, Serbia
Nada Staletić: Academy of Technical and Art Applied Studies, School of Electrical and Computer Engineering, Vojvode Stepe 283, 11000 Belgrade, Serbia
Milena P. Ilić: Faculty of Contemporary Arts Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia
Zorica Jelić: Faculty of Contemporary Arts Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia
Cristina Teodora Bălăceanu: Faculty of Marketing, Dimitrie Cantemir Christian University, Splaiul Unirii No. 176, 040042 Bucharest, Romania
Oana Valeria Paraschiv: Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania

Sustainability, 2022, vol. 14, issue 4, 1-20

Abstract: Today’s business development processes force companies to find ways to increase the level of interactivity of their products with consumers. One of the ways that companies communicate interactively with users is communication via websites; another way is using a channel that makes the customer more loyal to the company. The aim of this paper is to point out the differences between the effects that interactive and non-interactive blockchain technologies have on users and their behavior, as well as to determine whether the same degree of interactivity is achieved with users who use the same site via computers or mobile phones. For this purpose, three models by Song, Liu, and Wu were compared, which gives this paper a superior precision and depth of research regarding the above-mentioned problem. Furthermore, the contributions of the paper are reflected in a comprehensive and detailed review of previous research on the topic of interactivity and the importance of using a website, showing the specific effects expected from users after the introduction of interactive website features, as well as indicating a difference in customer perception and behavior after using a different site search device.

Keywords: mobile marketing; interactivity; website interactivity; customer satisfaction; customer behavior; blockchain technologies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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