Examining Blockchain Adoption: Insights From the Protection Motivation Theory
This study examines the cognitive factors that shape blockchain adoption among Jordanian consumers. Guided by Protection Motivation Theory (PMT), this study explores threat and coping appraisals. It also explored electronic Word-of-Mouth (e-WOM) as a moderating factor, as it is an understudied variable in blockchain research. Integrating e-WOM as a behavioral driver offers a novel contribution to blockchain literature.
Although blockchain ensures transparency and decentralization, its adoption in the Middle East and North Africa (MENA) regions remains slow due to trust and awareness gaps. Several factors, including psychological and perceptual influences on its adoption, have yet to be examined more specifically within the MENA region. Jordanian consumers are actively utilizing e-commerce; however, they are cautious about new technologies. To encourage the adoption of blockchain, there should be a deep understanding of the cognitive influences and impact of e-WOM.
A cross-sectional quantitative survey was conducted to collect data from 351 Jordanian individuals aged 18-45 years, all of whom had prior experience with e-commerce and blockchain technology. To conduct a suitable analysis for this research, Statistical Package for Social Sciences (SPSS) (v28) and Analysis of Moment Structures (AMOS) (v26) were utilized while implementing Structural Equation Modeling (SEM).
This study extends PMT by integrating e-WOM, offering a novel behavioral dimension within the blockchain adoption literature. It provides regional insights for emerging economies such as Jordan and deepens the understanding of consumer cognitive behavior toward blockchain technology.
The constructs of PMT explain 51.9% of the variation in adoption behavior. The integration of e-WOM as a moderating factor increased explanatory power to 59.3%. Self-efficacy and response efficacy were the most influential factors, while e-WOM significantly moderated the effects of both threat and coping appraisals on the intention to adopt. These findings can inform policymakers and industry leaders in developing awareness and trust-building strategies.
Emphasize response efficacy in messaging (demonstrable security and transparency gains) and provide user training/onboarding to raise self-efficacy. Systematically leverage positive e-WOM (testimonials, community Q&A, and creator reviews) to reinforce confidence and reduce uncertainty at the evaluation/adoption stages. Align communication with trust-building cues (interoperability, data control, and auditability).
Extend PMT and e-WOM models with longitudinal and cross-cultural designs, test additional moderators (such as trust, digital literacy, and perceived value), and examine post-adoption outcomes (use/continuance). Compare coping versus threat pathways across different sectors (finance, healthcare, supply chains) to generalize the findings.
This study demonstrates the importance of cognitive perception, trust, and e-WOM in technology adoption. These findings inform policymakers and industry leaders to develop awareness and trust-building strategies. This study extends the PMT with e-WOM and provides practical guidelines for trust-driven blockchain adoption in emerging markets.
Future research should explore adoption within different industry and cultural contexts. Investigating various variables such as risk tolerance, innovation readiness and trust will add greater value to research within this scope as well as studying the effectiveness and efficiency of communication strategies in shaping the acceptance of technology.
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