Cryptocurrency, most notably Bitcoin, has continued to attract attention and consequently substantial investment from businesses, consumers, and the media. Understanding what drives consumer adoption of the technology, however, is not understood. This study uses the UTAUT2 technology adoption theory in order to fill this research gap. A conceptual model is built through a review of the technical aspects of cryptocurrency, an analysis of the technology as currency, and finally a review of technology adoption theory to date. UTAUT2 is found to be the most appropriate adoption theory directly dealing with consumer context. The model conceptualised is tested using multiple linear regression analyses on primary survey data. The findings indicate that facilitating conditions have the highest explanatory effect on actual usage ahead of behavioural intention to use cryptocurrency. Behavioural intention was predicted most strongly by hedonic motivation, followed by perceived trust, and social influence. Interestingly, effort expectancy and performance expectancy were found to be non-significant, contrary to much of the studies in related fields. The study also aimed to identify the primary use-case finding that investment was the primary consumer use. Due to characteristics of the sample collected, the studyÕs findings are limited to the South African context.
Feng Mai, Qing Bai, Zhe Shan, Xin Wang · 5 authors
Bitcoin’s emergence has the potential to pave the way for a technological revolution in financial markets. What determines its valuation is an important open question with far-reaching business and policy implications. Building on Information Systems and Finance literature, we examine the dynamic interactions between social media and the monetary value of Bitcoin using textual analysis and vector error correction models. We show that more bullish forum posts are associated with higher future Bitcoin values. Interestingly, social media’s effects on Bitcoin are driven primarily by the silent majority, the 95% of users who are less active and whose contributions amount to less than 40% of total messages. In addition, messages on an Internet forum, relative to tweets, have a stronger impact on future Bitcoin value. Overall, our findings reveal that social media sentiment is an important predictor in determining Bitcoin’s valuation, but not all social media messages are of equal impact. This study offers new insights into the digital currency market and the economic impact of social media.