Publication Details
Abstract
The rapid evolution of e-commerce has fundamentally transformed consumer purchasing behaviors while simultaneously introducing complex challenges related to digital trust and security. This paper examines the role of blockchain technology in enhancing digital trust within e-commerce ecosystems and its subsequent impact on consumer behavior. Through a comprehensive analysis of existing literature and emerging trends, this study explores how blockchain's inherent characteristics of transparency, immutability, and decentralization address traditional trust deficits in online commerce. The research investigates consumer perceptions of blockchain-enabled e-commerce platforms, examining factors that influence adoption decisions and purchasing behaviors. Key findings suggest that blockchain technology significantly enhances consumer confidence through improved product authenticity verification, secure payment processing, and transparent supply chain tracking. However, challenges remain in consumer understanding of blockchain technology and its practical applications. The paper concludes with implications for e-commerce businesses, recommendations for blockchain integration strategies, and directions for future research in this rapidly evolving field.