Co-creating blockchain adoption: theory, practice and impact on usage behavior

Abstract

Purpose

Given the growing importance of blockchain technology (BT), the authors use the unified theory of acceptance and use of technology (UTAUT), which posits that BT adoption intention depends on the complementarity between UTAUT and blockchain transparency (BTRAN) and examine it in a new setting: the boundary condition of perceived helpfulness.

Design/methodology/approach

The authors review the major conceptual literature on both UTAUT and BT to identify their principal common factors. They examine the complementarity between UTAUT and BTRAN and further test the moderating effect of perceived helpfulness. The authors used the PLS technique for data analysis because this technique can test the direct and interaction effects.

Findings

The complementarity between UTAUT and BTRAN strongly affects BT adoption intention. The authors further show that perceived helpfulness moderates the relationship between adoption intention and usage behavior. At high levels of perceived helpfulness, usage behavior increases rapidly with adoption intention.

Originality/value

The results indicate that UTAUT is a valuable theory to identify the determinants of adoption intention, confirming its robustness in blockchain-enabled supply chain management. The combination of UTAUT and BTRAN can contribute a plausible approach to the strategy literature: the complementarity effect might create more benefits than adopting a single practice.

Citation

Tran, L.T.T. and Nguyen, P.T. (2021), "Co-creating blockchain adoption: theory, practice and impact on usage behavior", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 7, pp. 1667-1684. https://doi.org/10.1108/APJML-08-2020-0609