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Consumer Segments in Blockchain Technology Adoption

Author

Listed:
  • Tanković Ana Čuić

    (1 PhD, Assistant Professor, University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, B.O. 97, 51410 Opatija, Country:, Croatia)

  • Prodan Marina Perišić

    (2 PhD, Associate Professor, University of Rijeka, Faculty of Tourism and Hospitality Management, Country:, Croatia)

  • Benazić Dragan

    (3 PhD, Full Professor, Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr Mijo Mirkovic”, Country, : Croatia)

Abstract

Recent research has highlighted the adoption of blockchain technology (BCT) and the increasing recognition of its multiple capabilities for users. The main objective of this paper is to delineate different consumer segments based on their BCT beliefs and attitudes. Using a survey method, 934 questionnaires were collected and subjected to hierarchical and K-Means cluster analysis and contingency analysis. The results reveal four identifiable user segments with respect to BCT adoption: Innovators (enthusiastic about BCT), Cautious (careful about BCT), Sceptics (doubtful about BCT), and Suspicious (very distrustful about BCT). These results provide valuable insights into understanding behavioral intentions and serve as a basis for future research.

Suggested Citation

  • Tanković Ana Čuić & Prodan Marina Perišić & Benazić Dragan, 2023. "Consumer Segments in Blockchain Technology Adoption," South East European Journal of Economics and Business, Sciendo, vol. 18(2), pages 162-172, December.
    • Handle: RePEc:vrs:seejeb:v:18:y:2023:i:2:p:162-172:n:1
    DOI: 10.2478/jeb-2023-0025
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    More about this item

    Keywords

    blockchain technology usage; segmentation; customer behavior;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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