Overcoming the blockchain technology credibility gap
نویسندگان
چکیده
Blockchain technology has been designed to improve the transmission of transparent information across a variety industries and products. Yet, consumers tend perceive product provided by blockchain (vs. humans) as less credible. As this may not apply all consumers, it becomes critical for companies understand how perceived credibility. This work investigates individual differences marketing actions shape consumer responses humans). Four controlled experiments demonstrate that having credibility, which in turn decreases word-of-mouth intention share about on social media (Study 1). effect is stronger with lower need cognition 2a), affects willingness buy actual behavior 2b). Providing proof—that is, number satisfied customers who recommend technology—increases credibility 3). These insights deepen understanding consumer's offer actionable boost
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ژورنال
عنوان ژورنال: Psychology & Marketing
سال: 2023
ISSN: ['0742-6046', '1520-6793']
DOI: https://doi.org/10.1002/mar.21855