LOHASian’s Cryptocurrency Adoption: Technology Acceptance Model in the Extended Theory of Planned Behavior
Economic growth is being fueled by the widespread acceptance of cryptocurrencies in numerous industries. LOHAS (Lifestyle of Health and Sustainability) is a growing consumer group that is concerned with sustainability and well-being. They are early adopters who look for the most recent data and cutting-edge technologies. LOHAS consumers frequently embrace and test new products early than their relatives or friends. Despite the fact that LOHAS consumers tend to be tech-savvy, empirical studies that look at LOHASians' adoption of technology have, as far as the author is aware, never been done. In light of this, this study investigates the psychological processes that underlie LOHAS consumers' adoption of cryptocurrencies, drawing on the theory of planned behavior (TPB) and the technological acceptance model. The results show that LOHASians are more likely to perceive cryptocurrency as easy to use and useful, and a positive perception of cryptocurrency leads to a positive attitude toward it. These attitudes positively influence the intention to use cryptocurrency. Subjective norm also positively explains cryptocurrency intention. This study provides theoretical and practical implications in the cryptocurrency market.
Choi, S., (2023). LOHASian’s cryptocurrency adoption: Technology acceptance model in the extended theory of planned behavior. Association of Marketing Theory and Practice Proceedings 2023. 19. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/19