Exploring blockchain adoption intention in e-commerce through an extended Technology Application Model framework: Evidence from Ho Chi Minh City, Vietnam

Abstract

Purpose: This study’s objective is to determine the behavior of consumers in HCMC in using blockchain in e-commerce.

Design: This study employs the Technology Application Model (TAM). The survey data were collected from 258 users of blockchain technology in e-commerce in Ho Chi Minh City (HCMC), Vietnam, resulting in 233 valid samples. Use SEM, or structural equation modeling, to identify hypotheses.

Results: Traceability significantly affects both the perceived service quality and usefulness and boosts customer trust. On the other hand, cost savings and data privacy have a lesser impact. The ease of use has a substantial influence on usefulness, but a relatively minor direct impact on adoption intention. Notably, perceived service quality acts as a key mediator, positively influencing both usefulness and adoption of blockchain-based e-commerce platforms.

Research: The study only surveyed users in HCMC, excluding the results from users in other regions. Encourage future research to explore different areas and aspects.

Practical significance: The research results aim to enhance the system’s efficiency by reducing costs and improving traceability, while also providing a framework for management and development of methods to attract customers in e-commerce through blockchain technology.

Origins (uniqueness/value): This report is one of the outcomes of early experimental efforts to investigate the factors influencing users’ adoption of blockchain technology in e-commerce in HCMC. Research continues to contribute to the development of blockchain through its application in the field of e-commerce.