ARTIFICIAL INTELLIGENCE INTERNET.. 2021

Know what you eat: exploring food purchase decisions through TAM model on Blockchain. An Italian case study

ANNUNZIATA TARULLI - FRANCESCO MANTA - DOMENICO MORRONE PIERLUIGI TOMA

Objectives. This research aims to verify the validity of the Technology Acceptance Model when Blockchain technology is applied in Italian food purchases. Moreover, it studies the importance Italian consumers give to information, their level of knowledge on the topic, as well as the product characteristics they value the most during food purchases.

Methodology. Data was collected through the dissemination of an online questionnaire, reaching a sample of 550 respondents. Both Exploratory and Confirmatory Factor Analysis as well as an OLS regression analysis were performed to test the hypotheses.

Findings. The results confirmed the factors influencing the adoption of Blockchain technology. Both independent variables exert a positive and significant influence on the dependent one, thus verifying the hypotheses.

Research limits. As for limitations, it deals only with Italian consumers, and it focused only on testing the validity of TAM in food purchases. Future research should include cross-cultural differences and consider the effect of COVID-19 on consumer purchases, investigating whether elements that certify the safety and traceability of products are appreciated.

Practical implications. From a managerial point of view, results open up various business opportunities to large companies and SMEs. As for the academic point of view, this study confirms the validity of the model in the Italian context and proposes changes to keep the framework up with technology development and adoption.

Originality of the study. This study deepens the knowledge of TAM applications, by focusing on the Italian food context. It contributes to the literature and opens for future investigations.

#blockchain technology #food purchases #information #Italian consumers #TAM application