The Relevance of Individuals’ Perceived Data Protection Level on Intention to Use Blockchain-Based Mobile Apps: An Experimental Study

Blockchain technologies are enabling unprecedented opportunities. For example, in the healthcare business, blockchain solutions can store sensitive patient data more securely and improve the rapidity with which healthcare systems worldwide can respond to emergencies as we are experiencing now during the current pandemic (i.e., tracking outbreaks and vaccines, distributing test results). Past literature shows how blockchain-based applications and services, may be perceived as more secure than other technologies. However, the effects on an individual’s intention to use them are still unclear. Through experimental research design, we carried out an experiment in which a group’s perception of their data protection level was manipulated (low levels for traditional mobile apps vs. high levels for blockchain-based mobile apps) by employing a fictitious mobile app. Results show that perceived higher data protection levels positively influence the intention to use blockchain-based mobile apps. Implications and opportunities for marketers, managers and policymakers are discussed together with limitations and suggestions for future research.