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Article

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

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Department of Tourism and Hotel Management, School of Management, Zhejiang University, N. 866 Yuhangtang Rd, Xihu, Hangzhou 310000, China
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Faculty of Education, International University of La Rioja (UNIR), Avda. de la Paz, 26006 Logroño, Spain
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Department of Education, University of Extremadura, Avda. de Elvas, s/n, 06006 Badajoz, Spain
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Cupey Campus, Ana G. Méndez University, Ave. Ana G. Méndez No.1399, San Juan 00926, Puerto Rico
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Department of Tourism Management, Zhejiang University City College, 51 Huzhou St, Gongshu District, Hangzhou 310015, China
*
Author to whom correspondence should be addressed.
Academic Editor: David Barilla
Mathematics 2021, 9(5), 532; https://doi.org/10.3390/math9050532
Received: 25 January 2021 / Revised: 21 February 2021 / Accepted: 26 February 2021 / Published: 4 March 2021
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. View Full-Text
Keywords: Blockchain; models; structural equation modeling; social norm; communication; COVID-19; Chinese tourism; loyalty Blockchain; models; structural equation modeling; social norm; communication; COVID-19; Chinese tourism; loyalty
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MDPI and ACS Style

Pérez-Sánchez, M.d.l.Á.; Tian, Z.; Barrientos-Báez, A.; Gómez-Galán, J.; Li, H. Blockchain Technology for Winning Consumer Loyalty: Social Norm Analysis Using Structural Equation Modeling. Mathematics 2021, 9, 532. https://doi.org/10.3390/math9050532

AMA Style

Pérez-Sánchez MdlÁ, Tian Z, Barrientos-Báez A, Gómez-Galán J, Li H. Blockchain Technology for Winning Consumer Loyalty: Social Norm Analysis Using Structural Equation Modeling. Mathematics. 2021; 9(5):532. https://doi.org/10.3390/math9050532

Chicago/Turabian Style

Pérez-Sánchez, María d.l.Á., Zhuowei Tian, Almudena Barrientos-Báez, José Gómez-Galán, and Hanliang Li. 2021. "Blockchain Technology for Winning Consumer Loyalty: Social Norm Analysis Using Structural Equation Modeling" Mathematics 9, no. 5: 532. https://doi.org/10.3390/math9050532

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