The Effect of Companies' Communication About Blockchain Adoption on Consumer Purchase Intention

ABSTRACT A growing trend among businesses is the integration of blockchain solutions into their offerings. However, little is known about how companies should reasonably and effectively communicate with consumers regarding products that adopt blockchain technology. Our study reveals that consumers tend to be less inclined to buy products that feature blockchain technology when the focus is on the technology's implementation. The observed impact is primarily attributable to a reduction in consumers' perceptions of product quality. Nonetheless, this effect can be ameliorated by equipping consumers with corrective information to address their potentially unfounded product quality inferences, or by informing them of a price increase. The results of this study provide insights for managers on the most suitable and potent ways to convey information about the integration of blockchain technology to consumers.