How can channel information strategy promote sales by combining ICT and blockchain? Evidence from the agricultural sector

The broad development of Internet has enabled the information and communications technology (ICT) and the blockchain technology (BT) to transform the traditional operational practices and customer behavior. In the context of the agricultural sector, it has prompted agricultural retailers to explore various online resources and communication channels. However, product information and physical experience in the brick-and-mortar stores influence the Internet pricing strategy and customers' online purchasing behaviors. Considering this cross-channel effect and sustainable digital agricultural (e-agriculture) development, this study constructed a theoretical analysis model to investigate the impact of the ICTand BT-driven agricultural cross-channel information strategy on the retailer pricing strategy and customer behavior. The results indicate that, although ICT and BT tools provide agricultural retailers and customers with more information, a cross-channel information strategy does not continuously increase retailers' sales performance. Retailers tend to leverage this strategy when the devaluation coefficient (customers' quality perception for a product) is low. This channel information strategy is influenced by the offline channel cost and the devaluation coefficient in online trading. These findings on the devaluation effect can guide retailers in their channel information and pricing strategies and marketing-related decisions. (C) 2021 Elsevier Ltd. All rights reserved.

Automated summary

This study investigates the impact of ICT and BT-driven agricultural cross-channel information strategy on retailer pricing strategy and customer behavior, finding that a cross-channel information strategy does not continuously increase retailers' sales performance, and devaluation coefficient plays a significant role in retailers' decisions.