Abstract
Cryptocurrency is gaining worldwide recognition. This research examines the psychological determining factors of consumers’ cryptocurrency adoption behavior based on the theory of planned behavior. 452 samples are collected from U.S consumers and the data are analyzed by PLS-SEM. The findings reveal that consumer innovativeness has positive influences on the attitude and perceived behavioral control for cryptocurrency and in turn affects the intention to use cryptocurrency. Subjective norm is a significant predictor of cryptocurrency intention and the LOHAS lifestyle moderates the influence of attitude on the intention. This research offers theoretical and practical implications for the cryptocurrency market.
Copyright
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DOI
10.20429/jamt.2023.100102
Publication Date
3-2023
Recommended Citation
Choi, S., and Shin, S. (2023). What drives cryptocurrency adoption? Exploring the role of psychological traits and environmental orientation. Journal of Applied Marketing Theory, 10(1), 1-19. ISSN: 2151-3236.