Blockchain Technology Adoption Behavior to Improve Transparency in Organic Food Supply Chain in China

초록

The adoption of information technologies using the innovation diffusion theory (IDT) and technology acceptance model (TAM) has been studied several decades. However, there are still limited researches on organic food firms by applying blockchain technology. This study proposes an extended TAM by integrating external environmental characteristics, IDT and TAM. Based on 156 valid questionnaires collected from managers of Chinese organic food enterprises, the analysis results of structural equation model (SEM) indicate that the behavior intention to use (BIU) blockchain technology is influenced by five factors. External pressure, relative advantage, compatibility, and complexity positively impact on perceived usefulness (PU). Also, external pressure, compatibility, and complexity positively influence on perceived ease of use (PEU). The findings of this research validate the utility of information technology (IT) theories in explaining the adoption of blockchain technology in Chinese organic food organizations. The insights of this research are of practical importance to organic food practitioners and policymakers.

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