Trust in Digital Commerce: the Moderating Effect of Blockchain Traceability Labels

Based on trust and signaling theories, this study aims to delineate the trust-building framework within digital commerce. It particularly investigates the antecedents of diverse trust targets and the moderating effect of blockchain traceability labels on trust-related behaviors. An empirical survey was carried out, gathering 346 valid questionnaires from consumers using the JingDong platform in China. Statistical analysis revealed that digital-enabled product informativeness and digital-enabled product quality are substantial antecedents contributing to trust in products, while digital-enabled platform reputation and digital-enabled platform assurance play as significant precursors for trust in platform. Furthermore, a multi-group analysis further disclosed that the relative effects of trust targets on purchase intention are dependent upon the adoption of blockchain traceability labels. This study extends trust-building framework by revealing the nomological network between two specific trust targets and explicating their antecedents. Meanwhile, this study offers valuable practical insights for establishing a more efficacious digital commerce platform.