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

Nguyen Hong Huan (), Le Dinh Nghi (), Nguyen Duy Yen Linh (), Tran Nam Quoc, Dang Hoang Minh Quan () and Nguyen Ngoc Duy Phuong ()
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Nguyen Hong Huan: Chang Jung Christian University
Le Dinh Nghi: Saigon University
Nguyen Duy Yen Linh: International University, Vietnam National University
Tran Nam Quoc: University of Management and Technology
Dang Hoang Minh Quan: Hoa Sen University
Nguyen Ngoc Duy Phuong: International University, Vietnam National University

Journal of Information Systems & Operations Management, 2022, vol. 16, issue 2, 70-84

Abstract: 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.

Date: 2022
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