Browsing by Author "Hendricks, Matthew"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Open Access
    Privacy, Self-Sovereign Identity Technology and the Willingness to Provide Personal Information
    (2021) Hendricks, Matthew; Hirschfelder, Benedikt; Pillay, Pragasen
    The internet has caused an unprecedented increase in the amount of personal information that is available online. This personal information has been harnessed directly by companies, to provide targeted marketing to 3rd parties. It can also be used for a company's own internal marketing communication practices. Further highlighting the importance of personal information, some companies have emerged whose business models depend on the accurate collection, and monetisation of this personal information (Streitfeld, 2018). This has led to interest and concern over the misuse of personal information, and the extent companies should benefit from the acquisition of personal information of consumers and 3rd parties. Technological innovation, specifically Blockchain Technology has created the possibility to eliminate these actual or perceived abuses of consumer data, and allow consumers to exercise greater control over their personal data. Blockchain Technology can be simply understood as a Microsoft Excel spreadsheet where hundreds of participants continuously verify each entry in the spreadsheet so that no incorrect or fraudulent inputs are made. Specifically, SelfSovereign Identity Technology, currently in its early stages, may allow consumers to have full control of their consumer data via the Blockchain. This includes, access, distribution and may even allow consumers to monetise their own personal information. If consumers fully embrace Self-Sovereign Identity Technology, businesses will have to rethink and overhaul their data collection, marketing practices and business models. On the other hand, consumers will have to decide what they will do, with the data relating to their digital identity and how they might exchange it for their benefit. Despite its potential to disrupt the collection of personal information by companies, a scholarly analysis of the use Self-Sovereign Identity Technology and its relationship with a consumer's willingness to share personal information has not yet happened. Thus the aim of this thesis is two-fold. Firstly, to understand what drives a consumer to disclose personal information over the internet. Secondly, to understand the connection between this willingness to disclose personal information, and the use of Self-Sovereign Identity Technology. This is investigated using a survey analysis and primary data. This study aspires to create an academic basis for the examination of Self-Sovereign Identity Technology and its relationship with the willingness of consumers to provide personal information. In this study several factors were found to affect a South African consumer's willingness to provide personal information online. Based on the prior work of Schoenbachler and Gordon (2010) and Phelps, Nowak and Ferrel (2000) several perceived risk factors and trust factors were hypothesised to affect this willingness to provide personal information. The trust factors included: past experience with a company, reputation of a company and perception of dependability. The perceived risk factors included: type of personal information requested, consequences and benefits, individual consumer characteristics and consumer control over information. All of these factors were found to be significant except for the perception of dependability, which was not supported. Furthermore, perceived functional value was found to moderate the relationship between individual consumer characteristics and the willingness to provide personal information. Lastly, this study found evidence that a relationship exists between the willingness to provide personal information online and the willingness to use SSI technology. This relationship was found to be strong, and negative.
  • No Thumbnail Available
    Item
    Open Access
    Reimagining loyalty rewards programmes via blockchain: usage, loyalty, and firm performance
    (2025) Hendricks, Matthew; Meyer, Ines; Dlamini, Siphiwe
    The emergence of blockchain technology is poised to revolutionise the loyalty programme (LP) landscape. Still, there is a dearth of research exploring the factors that influence the acceptance and resultant loyalty creation of blockchain-based LPs. This study examines the relationship between technological acceptance, loyalty creation, redemption and word-of-mouth yielded by a blockchain-based loyalty programme (BBLP). Employing the Diffusion of Innovation Theory and the Technological Acceptance Model (TAM), the study investigates the intention to use a BBLP as influenced by the perceived ease of use and usefulness of a BBLP. An integrated model combining the theories of Watson et al. (2015), Davis (1985) and Rogers (1995) was analysed in three separate but interrelated, descriptive, cross-sectional survey studies. In Study One (N = 995), the factors which influence the perceived ease of use, perceived usefulness, and ultimate intention to utilise a BBLP were examined. Study Two (N= 756) focused on the factors which contribute to the development of behavioural and attitudinal loyalty towards a BBLP, and the relationship that the intention to use a BBLP has with behavioural and attitudinal loyalty. Lastly, Study Three (N = 1157) focused on the relationship between the intention to use a BBPL and attitudinal and behavioural loyalty, as well as the relationship that behavioural and attitudinal loyalty has with word-of-mouth (WoM) and redemption. Redemption is typically neglected in the literature as a specific outcome, with only a handful of studies examining it as a specific variable. The perceived value of cryptocurrency, trust in blockchain and cryptocurrency, are emerging antecedents that are focused upon. This study is one of few that the perceived value of cryptocurrency is examined as an LP reward, which influences both PEOU and PU. The data was analysed using PLS-SEM and the software SmartPLS 4. The intention to use a BBLP and both behavioural and attitudinal loyalty were found to influence each other and enhance WoM. Attitudinal loyalty influenced redemption, though no significant link was found between behavioural loyalty and redemption. Managers should carefully consider their incentive strategies for a BBLP by incorporating relative advantage, satisfaction, trust, and commitment to drive loyalty.