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Predicting User Behaviour Based on the Level of Interactivity Implemented in Blockchain Technologies in Websites and Used Devices

Author

Listed:
  • Milica Jevremović

    (Information Technology School ITS-Belgrade, Savski Nasip 7, 11000 New Belgrade, Serbia)

  • Nada Staletić

    (Academy of Technical and Art Applied Studies, School of Electrical and Computer Engineering, Vojvode Stepe 283, 11000 Belgrade, Serbia)

  • Gheorghe Orzan

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Milena P. Ilić

    (Faculty of Contemporary Arts Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia)

  • Zorica Jelić

    (Faculty of Contemporary Arts Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia)

  • Cristina Teodora Bălăceanu

    (Faculty of Marketing, Dimitrie Cantemir Christian University, Splaiul Unirii No. 176, 040042 Bucharest, Romania)

  • Oana Valeria Paraschiv

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

Abstract

Today’s business development processes force companies to find ways to increase the level of interactivity of their products with consumers. One of the ways that companies communicate interactively with users is communication via websites; another way is using a channel that makes the customer more loyal to the company. The aim of this paper is to point out the differences between the effects that interactive and non-interactive blockchain technologies have on users and their behavior, as well as to determine whether the same degree of interactivity is achieved with users who use the same site via computers or mobile phones. For this purpose, three models by Song, Liu, and Wu were compared, which gives this paper a superior precision and depth of research regarding the above-mentioned problem. Furthermore, the contributions of the paper are reflected in a comprehensive and detailed review of previous research on the topic of interactivity and the importance of using a website, showing the specific effects expected from users after the introduction of interactive website features, as well as indicating a difference in customer perception and behavior after using a different site search device.

Suggested Citation

  • Milica Jevremović & Nada Staletić & Gheorghe Orzan & Milena P. Ilić & Zorica Jelić & Cristina Teodora Bălăceanu & Oana Valeria Paraschiv, 2022. "Predicting User Behaviour Based on the Level of Interactivity Implemented in Blockchain Technologies in Websites and Used Devices," Sustainability, MDPI, vol. 14(4), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:4:p:2216-:d:750121
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    References listed on IDEAS

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    1. Wu, Linwan, 2019. "Website interactivity may compensate for consumers’ reduced control in E-Commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 253-266.
    2. Valentin Kuleto & Milena Ilić & Mihail Dumangiu & Marko Ranković & Oliva M. D. Martins & Dan Păun & Larisa Mihoreanu, 2021. "Exploring Opportunities and Challenges of Artificial Intelligence and Machine Learning in Higher Education Institutions," Sustainability, MDPI, vol. 13(18), pages 1-16, September.
    3. Sebastian Ion Ceptureanu & Eduard Gabriel Ceptureanu & Doina Popescu & Olguta Anca Orzan, 2020. "Eco-innovation Capability and Sustainability Driven Innovation Practices in Romanian SMEs," Sustainability, MDPI, vol. 12(17), pages 1-18, August.
    4. Ye, Ben Haobin & Barreda, Albert A. & Okumus, Fevzi & Nusair, Khaldoon, 2019. "Website interactivity and brand development of online travel agencies in China: The moderating role of age," Journal of Business Research, Elsevier, vol. 99(C), pages 382-389.
    5. Martin, Jillian & Mortimer, Gary & Andrews, Lynda, 2015. "Re-examining online customer experience to include purchase frequency and perceived risk," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 81-95.
    6. Rocsana Bucea-Manea-Țoniş & Oliva M. D. Martins & Radu Bucea-Manea-Țoniş & Cătălin Gheorghiță & Valentin Kuleto & Milena P. Ilić & Violeta-Elena Simion, 2021. "Blockchain Technology Enhances Sustainable Higher Education," Sustainability, MDPI, vol. 13(22), pages 1-21, November.
    7. Valentin Kuleto & Milena Ilić P. & Monica Stanescu & Marko Ranković & Nevenka Popović Šević & Dan Păun & Silvia Teodorescu, 2021. "Extended Reality in Higher Education, a Responsible Innovation Approach for Generation Y and Generation Z," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
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    Cited by:

    1. Souha Al-Geitany & Hasan Yousef Aljuhmani & Okechukwu Lawrence Emeagwali & Elsie Nasr, 2023. "Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    2. Mohammad Wasiq & Abu Bashar & Syed Akmal & Mustafa Raza Rabbani & Mohd Afzal Saifi & Nishad Nawaz & Youssef Tarek Nasef, 2023. "Adoption and Applications of Blockchain Technology in Marketing: A Retrospective Overview and Bibliometric Analysis," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    3. Marian Simion Cernea, PhD Student, & Oana Cristina Balacciu (Ene), PhD Student, & Cosmin-Mihai Monac, PhD Student, & Aurelian Vrânceanu, PhD Student, & Ion-Ionuț Bratu, PhD Student,, 2022. "The Perspective Of The Implementation Of The Blockchain Within Romanian Companies," Social-Economic Debates, Association for Entreprenorial Spirit Promotion, vol. 11(1), pages 1-6, Septembri.
    4. Marian Simion Cernea, PhD Student, & Oana Cristina Balacciu (Ene), PhD Student, & Cosmin-Mihai Monac, PhD Student, & Aurelian Vrânceanu, PhD Student, & Ion-Ionuț Bratu, PhD Student,, 2022. "The Perspective Of The Implementation Of The Blockchain Within Romanian Companies," Social-Economic Debates, Association for Entreprenorial Spirit Promotion, vol. 11(2), pages 1-6, Septembri.

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