Research on the Influential Factors of Blockchain-based traceable products Purchase Intention

Based on the perceived risk - perceived benefit framework and a trust-based B2C consumer decision-making model, this paper constructs a structural equation model of the influencing factors of the blockchain traceability purchase intention. The findings indicate that, (1)Consumer trust perceived benefit and familiarity have a significant positive impact on the purchase intention of block chain traceability goods, (2) perceived risk affects consumers’ trust attitude and purchase intention significantly, (3) influencing factors of consumers’ trust in blockchain traceability products include third-party certification, platform reputation, government supervision and perceived information quality, (4) the level of technology cognition moderated the influence of third-party certification, familiarity, consumer disposition to trust and government supervision on consumer trust. At the end, suggestions provided to improve the block chain technology application procedure.