Assistant Professor University of Rijeka, Faculty of Tourism and Hospitality Management Primorska 46, B.O. 97, 51410 Opatija Country: Croatia E-mail: anact@fthm.hr ORCID: 0000-0002-4383-684X
University of Rijeka, Faculty of Tourism and Hospitality Management
Associate Professor University of Rijeka, Faculty of Tourism and Hospitality Management Country: Croatia E-mail: marinap@fthm.hr ORCID: 0000-0003-1954-4481
Juraj Dobrila University of Pula, Faculty of Economics and Tourism "Dr Mijo Mirkovic"
Full Professor Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr Mijo Mirkovic” Country: Croatia E-mail: dragan.benazic@unipu.hr ORCID: 0000-0001-5396-3706
Recent research has highlighted the adoption of blockchain technology (BCT) and the increasing recognition of its multiple capabilities for users. The main objective of this paper is to delineate different consumer segments based on their BCT beliefs and attitudes. Using a survey method, 934 questionnaires were collected and subjected to hierarchical and K-Means cluster analysis and contingency analysis. The results reveal four identifiable user segments with respect to BCT adoption: Innovators (enthusiastic about BCT), Cautious (careful about BCT), Sceptics (doubtful about BCT), and Suspicious (very distrustful about BCT). These results provide valuable insights into understanding behavioral intentions and serve as a basis for future research.
