Abstract

When creating Blockchain-Enabled Services (BCES) for consumers, service providers have to be aware of consumers’ privacy concerns. We argue that Blockchains are perceived ambivalently by consumers regarding privacy and that startup BCES companies will be affected differently by privacy concerns than established brands. On the one hand, consumers may perceive the decentralized nature of Blockchains as an inherent privacy risk due to potential data breaches. On the other hand, BCES provide consumers with the opportunity to escape data eco-systems of existing company networks, particularly when BCES are provided by a startup. We develop various hypotheses on the impact of privacy concerns on the acceptance of BCES. Using scenarios with BCES applications for international money transfer and hotel booking, we suggest an experimental design which manipulates the nature of the provider (startup versus established brand) and the amount of services provided.

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