The impact of traceability information on consumer purchase behavior in e-commerce platforms

Abstract

Purpose Grounded in signaling theory, this study examines whether traceability information displaces or complements incumbent quality cues and contrasts the relative efficacy of blockchain-enabled traceability technologies with traditional systems. Design/methodology/approach This study analyzes 18 months of product-level sales data from a global e-commerce platform using a staggered difference-in-differences design with robustness checks. We apply latent Dirichlet allocation topic modeling to consumer reviews and use a synthetic difference-in-differences approach to examine shifts in consumer attention after traceability implementation. Findings Traceability information increases product sales, particularly for lower-reputation brands and diminishes the effect of electronic word-of-mouth, suggesting that diagnostic quality signals matter more than social information signals. Although blockchain-enabled traceability should enhance signal credibility, its observed impact falls short of expectations. Research limitations/implications The sample is limited to the automotive engine oil context in China. Future research should examine other categories and national contexts. Practical implications Platform managers and emerging brands can deploy low-cost traceability labels to boost demand. Blockchain solutions may require consumer education to justify higher implementation costs. Social implications Augmenting supply-chain transparency and product traceability curbs counterfeit and substandard goods, improves consumer welfare, and supports regulatory and sustainability objectives. Originality/value This study systematically assesses the substitutive and complementary roles of traceability signals in a multi-cue setting, tempers optimism about blockchain-enabled traceability and extends research on digital supply-chain transparency and signaling theory.