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Developing a Model to Highlight the Relation of Digital Trust With Privacy and Security for the Blockchain Technology
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Author(s): Subhodeep Mukherjee (GITAM University, India), Venkataiah Chittipaka (GITAM University, India)and Manish Mohan Baral (Birla Institute of Technology, India)
Copyright: 2021
Pages: 16
Source title:
Blockchain Technology and Applications for Digital Marketing
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Pacha Malyadri (ICSSR, Center for Economic and Social Studies, India), Amandeep Singh (Chitkara Business School, Chitkara University, Punjab, India)and Asif Pervez (Jamia Millia Islamia University, India)
DOI: 10.4018/978-1-7998-8081-3.ch007
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Abstract
Digitalization uses digital technology to change a business model and provide new revenue models and value-producing opportunities. Blockchain is a type of database that stores various kinds of information in blocks that form a chain of information. It is one of the secured ways of transferring and storage of data. Blockchain is helping in creating trust for digitalization among its users. This research aims to study the impact of trust in blockchain by analyzing the privacy and security concerns that can impact the user attitude and its intention to the adoption process. For this structure, literature review is performed. Five variables are used, and they are attitude, privacy, trust, security, and intention. A questionnaire is developed for survey-based research in the software firms, banking sector, and digital marketing companies. For analysis, exploratory factor analysis and structural equation modeling are used. A model is developed that shows a good fit, and the parameters are satisfied.
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