Exploring How Blockchain Impacts Loyalty Program Participation Behaviors: An Exploratory Case Study

dc.contributor.author Wang, Lu
dc.contributor.author Luo, Xin
dc.contributor.author Hua, Ying
dc.contributor.author Wang, Jing
dc.date.accessioned 2019-01-03T00:28:32Z
dc.date.available 2019-01-03T00:28:32Z
dc.date.issued 2019-01-08
dc.description.abstract How to keep customers motivated in participative behaviors remains one major challenge in extant loyalty program (LP) studies. While some companies have initiated efforts to utilize blockchain-based distributed ledgers and smart contract capabilities to enhance customer experience and improve LP efficiencies, academic assessment of blockchain application in the LP context remains scarce. This research attempts to establish a theoretical overview of how the key natures of blockchain influence customers’ varying motivations (economy, autonomy, competence and relatedness) and perceived value, which consequently induce participative behaviors in a loyalty points context. Then, using an exploratory case study of Bubichain in China, we verify that the blockchain-enabled loyalty points scheme not only improves customers’ economic perceived value by meeting their economic motives, as the traditional one does, but also enhances their social interaction and psychological self-fulfillment value perception by meeting their intrinsic motivations, thus increasing customers’ experience and participation behaviors.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2019.553
dc.identifier.isbn 978-0-9981331-2-6
dc.identifier.uri http://hdl.handle.net/10125/59894
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Distributed Ledger Technology, The Blockchain
dc.subject Internet and the Digital Economy
dc.subject blockchain, loyalty program, participative behavior, case study, qualitative study
dc.title Exploring How Blockchain Impacts Loyalty Program Participation Behaviors: An Exploratory Case Study
dc.type Conference Paper
dc.type.dcmi Text
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