E-Commerce in the Age of Blockchain and Digital Advertising

Faculty/Professorship: Fakultät Wirtschaftsinformatik und Angewandte Informatik: Abschlussarbeiten ; Information Systems and Services  
Author(s): Mattke, Jens
Publisher Information: Bamberg : Otto-Friedrich-Universität
Year of publication: 2022
Pages: 134 ; Illustrationen
Supervisor(s): Weitzel, Tim  ; Posegga, Oliver  ; Ivens, Björn Sven  
Language(s): English
Kumulative Dissertation, Otto-Friedrich-Universität Bamberg, 2022
DOI: 10.20378/irb-54073
Licence: Creative Commons - CC BY - Attribution 4.0 International 
URN: urn:nbn:de:bvb:473-irb-540738
In the face of increasing competition in the e-commerce space, e-commerce stores rely on in-app advertising to attract individuals’ attention and offer customers the option of paying with cryptocurrencies to differentiate themselves from their competitors and attract new customers. This dissertation generates new knowledge about individuals’ in-app advertising clicking behavior and what motivates them to use or not use cryptocurrency in e-commerce. The empirical papers in this dissertation apply a set-theoretical configurational approach and use QCA as the dominant data analysis method to understand human behavior. Since information technology research has only infrequently applied QCA, often failing to leverage its full analytic potential, this dissertation develops a seven-step QCA application framework to guide future information system research, including specific recommendations for ensuring robust and reliable QCA results.
GND Keywords: Electronic Commerce; Online-Werbung; Virtuelle Währung; Blockchain; Qualitativ vergleichende Analyse
Keywords: E-commerce, Digital advertising, Cryptocurrency, Blockchain, Qualitative Comparative Analysis (QCA)
DDC Classification: 004 Computer science  
380 Commerce, communications & transportation  
RVK Classification: ST 520   
Type: Doctoralthesis
URI: https://fis.uni-bamberg.de/handle/uniba/54073
Release Date: 25. May 2022

File Description SizeFormat  
fisba54073_A3a.pdf1.98 MBPDFView/Open