Fostering product quality and Brand Trust by QR code traceability and customer reviews: The moderating role of brand reputation in Blockchain

This research highlights the critical role of blockchain technology in bolstering consumer trust for merchants through its application in traceability labels. The dual-method approach contributes a comprehensive understanding of the subject. Qualitative research through in-depth interviews aims to explore consumer expectations when scanning QR codes on product labels. Investigating factors such as evaluation of previous buyer, traceability labels, perceived product quality, and trust in products, the study employs a quantitative approach, collecting 300 valid data points via an online survey. The data undergoes reliability analysis using SmartPLS software, leading to the construction of a model assessing the impact of blockchain on brand trust in traceability labels. Findings serve as a reference for future investigations into various traceability labels and their effects on customer trust. The study underscores the practical implications of integrating blockchain technology into traceability systems to enhance consumer trust, providing valuable insights for both scholars and practitioners in the field.