E-Commerce in the Age of Blockchain and Digital Advertising

Kumulative Dissertation, Otto-Friedrich-Universität Bamberg, 2022

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.