Abstract:

In recent years, the use of cryptocurrency has rapidly increased. Today, cryptocurrency is used for many purposes such as to spend money privately, buy and sell goods, transfer money, and carry out a wide range of financial transactions. This research aims to identify the factors which act as enablers or inhibitors of individual behavioural intentions to adopt cryptocurrency. Using the Theory of Reasoned Action, this research study aims to develop a robust model that can be used to measure the behavioural intentions to adopt cryptocurrency. More specifically, the study evaluates the impact of subjective norms, attitude, perceived risk, perceived value, and personal innovativeness on making decisions to adopt cryptocurrency. Another important objective of this research study is to identify and understand factors that persuade an individual to prefer to use cryptocurrency over conventional currency in e-commerce. The findings and outcomes of this research study will be valuable for a wide range of stakeholders including policymakers and marketers. With the profound understanding of the influencing factors identified through this research study, policymakers will be able to formulate strategies that will be able to produce more meaningful impact in terms of adoption or avoidance of cryptocurrency by public at large.