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Titre : |
The impact of Blockchain technology on customers’ Willingness To Pay for second-hand luxury products |
Type de document : |
Mémoire |
Auteurs : |
Khadija EL AMRAOUI, Auteur |
Année de publication : |
2020 |
Importance : |
63 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; TECHNOLOGIE FINANCIERE
|
Résumé : |
Blockchain technology has proven itself in many fields, solving financial and non-financial industry problems. In this paper, we explore the effects of the use of the disruptive technology on people’s willingness to pay (WTP) for second-hand luxury products and highlight the different perceptions of luxury customers regarding the use of the technology in the market. To do so, a qualitative grounded study was conducted in which 11 luxury customers participated. The form of data collection was through in-depth individual interviews. The findings suggest that while some luxury customers are ready to increase their purchase cycle by purchasing second-hand luxury items using blockchain technology; others prefer sticking to their traditional in-store purchase regardless of all the benefits of the technology, due to their craving of the rewarding in-store experience and the satisfaction that follows the purchase of a brand new product. Overall, the implementation of blockchain technology would make luxury consumers and even a new scale of customers away from the traditional “Elite” more prone to buy second-hand luxury items, as it increases trust, transparency, security and guarantees the authenticity of the product. |
Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
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