| dc.description.abstract | Blockchain, a technology that has been receiving an increased amount of attention
lately, has the potential for many great things in a marketing perspective. While
little research has been done from such perspective, this study will help to shed
some light on this new setting. Therefore, in this study, the aim is to provide an
answer to whether blockchain can create value for customers within credence
goods. In relation to this, blockchain and its many characteristics have been
identified and analyzed, with its’ main features being transparency, traceability
and tamperproof. These characteristics were used to test how blockchain as a
whole has an effect on customers’ perceived value, through mediations from
information asymmetry and customers’ perceived risk. The basis of this is applied
to a survey, where we gathered people who purposely consume organic products
in Norway. Our findings indicate that perceived risk and information asymmetry
mediate the effect blockchain has on customer perceived value and establish the
relationship between perceived risk and perceived value. Also, this study found
indications that blockchain can be used as a means to reduce information
asymmetry within credence goods, which is the root of what Akerlof (1970)
formulated as the market for lemons problem. Consequently, managers could
adopt this technology to increase customers’ perceived value, as this will in turn
increase loyalty. | en_US |
