Blockchain is an immutable ledger that records transactions and tracks assets using a common communication protocol. It stores a copy of the blockchain and implements a consensus function to verify transactions. Blockchain is applied to industries beyond finance, such as retail, to maintain security and transparency. Consumers with knowledge of blockchain technology are likely to be affected when evaluating products with blockchain embedded, impacting their product evaluation. The study investigates the impact of blockchain technology on consumers' product evaluation and how knowledge of blockchain and product quality moderate its effects.

• Jungkeun Kim(Auckland University of Technology, New Zealand)
• Jeong Hyun Kim(Kyung Hee University Republic of Korea)
• Jaeseok Lee(University of Auckland, New Zealand)
• Jihoon Jhang(University of Central Arkansas, USA)
• Changju Kim(Ritsumeikan University, Japan)
• Jooyoung Park(Peking University HSBC Business School, China)