Exploring the Role of Blockchain Technology in Enhancing ProductQuality Perception and Purchase Behavior in Cross-Border E-Commerce Cosmetics

Abstract

This study investigates how blockchain-based supply chain traceability influences consumer behavior in the context of CBEC cosmetics. Drawing on signaling theory, we examine whether traceability information enhances consumers' purchase intentions and whether perceived product quality mediates this relationship. We conducted a between-subjects online experiment involving 219 Chinese consumers, comparing responses to a cosmetics product page with and without blockchain-enabled traceability information. Results from ANOVA and PROCESS Model 4 analysis reveal that traceability information significantly increases purchase intention, and this effect is fully mediated by perceived product quality. These findings extend the application of signaling theory to digital transparency tools and offer practical implications for CBEC platforms and brand managers seeking to combat counterfeiting and improve consumer trust. By confirming the psychological signaling role of blockchain, this study contributes to the broader understanding of how emerging technologies shape consumer perceptions and behavior in high-risk product categories.