UNDERSTANDING CUSTOMERS' WILLINGNESS TO PAY MORE AND PURCHASE INTENTION IN BLOCKCHAIN FOOD TRACEABILITY: EVIDENCE FROM VIETNAM

The study analyzed the influence of Blockchain usage on purchase intention and the willingness to pay a higher price for customers within the food industry. Data collected through 180 distributed surveys was processed by SPSS 26 and SmartPLS 3.3 software. It is demonstrated that there are five facto...

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Bibliographic Details
Published inJournal of Information Systems & Operations Management Vol. 16; no. 2; pp. 70 - 84
Main Authors Huan, Nguyen Hong, Nghi, Le Dinh, Linh, Nguyen Duy Yen, Quoc, Tran Nam, Quan, Dang Hoang Minh, Phuong, Nguyen Ngoc Duy
Format Journal Article
LanguageEnglish
Published Bucharest Romanian-American University, Scientific Research Department 01.12.2022
Subjects
Blockchain
Consumer behavior
Consumers
Cryptography
Customers
Decentralization
Food
Information systems
Innovations
Logistics
Productivity
Quality of service
Suppliers
Supply chains
Technological change
Technology Acceptance Model
Technology adoption
Theory of planned behavior
User behavior
Willingness to pay
Vietnam
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Summary:The study analyzed the influence of Blockchain usage on purchase intention and the willingness to pay a higher price for customers within the food industry. Data collected through 180 distributed surveys was processed by SPSS 26 and SmartPLS 3.3 software. It is demonstrated that there are five factors influencing consumers' intention to purchase products using Blockchain Food Traceability (BFT): (1) Performance Expectancy, (2) Facilitating Conditions, (3) Social Influence, (4) Trust, and (5) Level of Knowledge. The study showed that trust, performance expectancy, and level of knowledge variables have a strong influence on behavioral intention. Recommendations were also made for managerial purposes. The significance of this paper is insights into customers' willingness to pay more and their purchase intention in Blockchain Food Traceability.
ISSN:1843-4711