<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

Consumer Segments in Blockchain Technology Adoption

PhD, Assistant Professor, University of Rijeka

PhD, Associate Professor, University of Rijeka

PhD, Full Professor, Juraj Dobrila University of Pula

South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Consumer Segments in Blockchain Technology Adoption"}

Recent research has highlighted the adoption of blockchain technology (BCT) and the increasing recognition of its multiple capabilities for users. The main...

Consumer Segments in Blockchain Technology Adoption

Published Online: Dec 10, 2023

Page range: 162 - 172

DOI: https://doi.org/10.2478/jeb-2023-0025

Keywords
blockchain technology usage, segmentation, customer behavior

© 2023 Ana Čuić Tanković et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Consumer Segments in Blockchain Technology Adoption

Published Online: Dec 10, 2023

Page range: 162 - 172

DOI: https://doi.org/10.2478/jeb-2023-0025

Keywordsblockchain technology usage, segmentation, customer behavior

© 2023 Ana Čuić Tanković et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
blockchain technology usage, segmentation, customer behavior