| Titolo in inglese |
Blockchain is becoming one of the most important technologies of the new century, especially in the business context. This thesis research aims to explore the applications of Blockchain technology in the context of Food retailing, in particular for what concern the traceability aspect. Furthermore, the study digs into drivers of consumer purchase intentions when it comes of food items. Lastly, it is developed the Technology Acceptance Model (TAM) to assert consumer perspective of Blockchain technology into the food retailing sector and what drives or what may drive consumers to adopt Blockchain when they are about to buy food items. Based on a survey of 391 respondents, results shows that around one third of respondents have heard of Blockchain technology and that those who heard of it shows positive intention to adopt it. According to the results, potential strategies to promote the Blockchain technology among consumers are discussed. |
Riassunto analitico
La Blockchain sta diventando una delle tecnologie più importanti del nuovo secolo ed in modo particolare per il contesto aziendale. L’obiettivo di questa tesi di ricerca è di esplorare gli applicativi Blockchain nel contesto del Food retailing, in particolare per ciò che riguarda la tracciabilità. Lo studio va poi in fondo a ciò che motiva le intenzioni di acquisto dei consumatori in ambito alimentare. Infine, viene proposto il modello di accettazione della tecnologia (TAM) per asserire la prospettiva dei consumatori sulla Blockchain in ambito alimentare e cosa porta i consumatori ad adottare la Blockchain quando devono acquistare dei prodotti alimentari. Sulla base di un questionario condotto su 391 rispondenti si evince come un terzo dei respondenti non abbiano mai sentito parlare della Blockchain e coloro che ne hanno sentito parlare dimostrano un atteggiamento positivo nella sua adozione. In base ai risultati, vengono discusse particolari strategie che le aziende, tra cui i retailer, possano adottare per promuovere la tecnologia Blockchain tra i consumatori.
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Abstract
Blockchain is becoming one of the most important technologies of the new century, especially in the business context. This thesis research aims to explore the applications of Blockchain technology in the context of Food retailing, in particular for what concern the traceability aspect. Furthermore, the study digs into drivers of consumer purchase intentions when it comes of food items. Lastly, it is developed the Technology Acceptance Model (TAM) to assert consumer perspective of Blockchain technology into the food retailing sector and what drives or what may drive consumers to adopt Blockchain when they are about to buy food items. Based on a survey of 391 respondents, results shows that around one third of respondents have heard of Blockchain technology and that those who heard of it shows positive intention to adopt it. According to the results, potential strategies to promote the Blockchain technology among consumers are discussed.
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