PurposeThis study aims to identify the challenges in the healthcare industry as it adopts an omnichannel setup in an emerging economy context. Further, the study determines the scope of blockchain in addressing these challenges.Design/methodology/approachThe study uses a qualitative approach to understand the challenges in the omnichannel healthcare industry and know the scope of blockchain in building an omnichannel healthcare system. In the first stage, it did an in-depth analysis of the extant literature, followed by a Delphi study with 24 healthcare experts.FindingsThe study presents the current challenges in the omnichannel healthcare sector in an emerging economy. Further, it develops a novel conceptual framework for blockchain adoption in the omnichannel healthcare industry. The study also presents propositions that will help healthcare service providers enhance decision-making concerning the adoption of blockchain in the healthcare industry.Research limitations/implicationsThe research results may lack generalizability due to the exploratory approach and emerging economies context. Theoretically, in this study, the authors extend the theory of swift trust and organization information processing theory in an omnichannel healthcare context.Practical implicationsThe propositions provided in this paper can help healthcare managers make strategic decisions on the scope of adoption of blockchain for omnichannel healthcare.Originality/valueThis study explores the understudied area of challenges in omnichannel healthcare and the scope of blockchain for omnichannel healthcare in an emerging economy context.
PurposeThe paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.Design/methodology/approachThe authors followed a qualitative research design and conducted 24 personal interviews with millennials and 15 interviews with offline/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure.FindingsThe authors discuss their findings under three themes – customers' conscious impulse buying during the pandemic, customers' unconscious impulse buying during the pandemic, and a viable solution for retailers in response to the pandemic.Practical implicationsThe authors suggest that marketers primarily from an offline/omnichannel store should adapt to permission marketing and use technologies like blockchain for the digital transformation of their marketing strategies. Doing so can help offline retailers minimize future damages in the retail sector during emergency situations.Originality/valueThis paper is one of the first that explores how impulse – pure, suggestion, planned and reminder – purchases got affected during the COVID-19 pandemic disruptions in an emerging economy. This paper is also one of the first to explore the role of permission marketing and digital transformation by the use of blockchain in helping offline retailers in forming swift trust and practice trust-based marketing.
Consumers get innumerable product options, making it crucial to study their selection among brands v/s new brands. The study explores how in a post covid world, the online purchase behavior of Generation Z female consumers is impacted for new-brand beauty products. Using qualitative methods, the authors explored the online purchase behavior of Generation Z females for the purchase of beauty products in emerging economies and how blockchain technology (BCT) can play a crucial role in influencing consumer decision-making. Five focus group discussions were conducted. The study’s findings reveal four key themes – “It's too hard to be an innovator,” “Online stigma,” “New brand reservations,” and “BCT and new brands purchase decisions.” The authors portray that generation Z consumers don’t feel competent enough to buy new brands online without extrinsic motivation. They do not entirely trust the information marketers provide them in the current form. They are expected to buy new brands online if the authenticity of the complete product details can be verified using blockchain mechanisms.
The COVID‐19 pandemic opened a market for omnichannel healthcare. While some patients trusted the hybrid mode of consultancy, others lacked trust in the online mode of consultancy. The purpose of the study is to understand the extent to which blockchain can influence the swift trust of stakeholders and the usage intention of omnichannel healthcare systems (OHS). We used a quantitative approach by surveying 250 patients that rendered services from OHS by drawing upon the lens of organizational information processing theory (OIPT) and swift trust theory (STT). We test the hypotheses using the PLS‐SEM technique. The results show blockchain technology can significantly affect the adoption of omnichannel healthcare by reinforcing swift trust in OHS and its continued usage.
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