An Empirical Study on the Application of Block Chain Technology in Internet Shopping

• Main Authors: Pen-Yuan Ho, 何本源
• Other Authors: Hsin-Yuan Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/58pax3

碩士 === 德明財經科技大學 === 流通管理系 === 105 === As advancement of communication technology led to exponential development of the Internet, the consumer online shopping market has grown rapidly year after year. Business transactions have also changed with market demands, evolving from offline physical stores into online virtual stores, and with the information flow being fully digitalized, new forms of payment models have been created. The Bitcoin concept was initialized in 2008 by Satoshi Nakamoto in his thesis "Bitcoin: A Peer-to-Peer Electronic Cash System." With the release of the first Bitcoin in 2009, its value has grown rapidly in just a few years, becoming the world's virtual currency representative. Bitcoin’s underlying technology “Block Chain” emphasizes decentralized storage, asymmetric encryption and consensus maintenance to ensure the integrity of the data, being highly secured and extremely difficult to be falsified. Blockchain’s value has been confirmed through the success of "Bitcoin." This study applies IDT (Innovation Diffusion Theory, Rogers, 1983) as our based model, and extends the characteristics of virtual currency to construct the research structure through the discussion and suggestions of experts. It aims to explore the key options in the use of virtual currency for online shopping in various payment environments. The results show that the key options for the use of innovative forms of virtual currency such as Bitcoin & Ethereum are "Trialability and Complexity," and for the virtual currency to be popular in use, "Ease of Use , Market Size and Purchasing Methods" are the most important considerations.