Athit Rodpangtiam, Smith Boonchutima, Ibtesam Mazahir
With retail investors playing a significant role in driving market adoption, cryptocurrency investment has gained widespread popularity recently. However, the perceived value of cryptocurrency investments and the perceived risk associated with investments have not been thoroughly examined. To address this gap in this research field, we surveyed 200 social media users active on social networking paltform - Reddit to unravel the intricate interplay of perceived value, perceived risk, and demographic factors that shape the decision-making process among social media users engaged in cryptocurrency investments. Our findings suggest that the acceptance of cryptocurrency investments is positively influenced by perceived value, whereas perceived risk exerts a negative influence. We also found that certain demographic elements which include age, education, gender, monthly income, and investment experience can moderate the relationship between perceived value, perceived risk, and the adaptation of cryptocurrency investments. The findings from our study offer valuable perspectives for retail investors and industry stakeholders aiming to enhance their understanding of the determinants that impact the acceptance of cryptocurrency investments among social media users.
Vitor Ayres Principe, Giullio César P. S. M. da Silva, Rodrigo Gomes de Souza Vale, Rodolfo de Alkmim Moreira Nunes
Background: Fan tokens emerge as a significant innovation that enables a new form of interaction between clubs and their followers and introduces an alternative economic model for sports entities. Purpose: The review discusses the technical characteristics of fan tokens and their role in enhancing fan participation in minor club decisions, reinforcing the sense of belonging and community. Methods: The research encompassed a systematic literature review, following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines and Evidence-Based Systematic Mapping in Software Engineering (EBSE). Thus, it presented a quantitative and qualitative analysis of the applications of fan tokens in the sports industry. Results: Despite engagement and monetization opportunities, the results highlight significant challenges, such as price volatility and appropriate regulation to ensure safe and effective adoption. The discussion also includes the ethical and social implications of using fan tokens, emphasizing the need for strategies that prioritize inclusion and fairness for fan engagement. Conclusion: Finally, the study proposes future research directions that consider continuous technological development and changes in fan expectations, aiming to optimize the use of fan tokens to benefit the stakeholders involved. Keywords: Sport Management; Blockchain; Fan Engagement; Fan Tokens; Digital Assets; Tokens
Blockchain technology has attracted considerable attention from both academicians and industry players in different industries, such as accounting and finance, because of its transformative potential of re-engineering the process of operation and enhancing the level of required transparency in these industries. However, despite the various possibilities of transforming the accounting and finance sectors, there are still numerous challenges that hinder the further development of blockchain technology in the domain. The various obstacles to the adoption of blockchain in accounting and finance are interconnected and include a diverse set of issues related to technology, organization, regulations, and knowledge. To overcome these obstacles, it is necessary to take a comprehensive approach that includes improving technical proficiency, encouraging cooperation among stakeholders, negotiating intricate regulations, and cultivating a culture of innovation and adaptation within enterprises.
Social media and the digital era have had a big impact on investing decisions, particularly in the cryptocurrency space. This study investigates how social media, financial literacy, and digital literacy affect DKI Jakarta Millennials and Generation Z's decision-making when making investments. The study looks at the mental processes that underlie investing decisions and is based on theories of reasoned action and planned behavior. The study emphasizes how important financial literacy is for reducing risks and helping people make wise decisions. Digital literacy, on the other hand, improves one's capacity to navigate and evaluate large volumes of financial data. Social media is recognized as a key influencer that shapes public opinion and propels financial trends. The study's quantitative approach makes use of structural equation modelling (SEM) to examine data from an DKI Jakarta survey given to Millennials and Generation Z. The findings show that by improving access to and analysis of financial information, digital literacy has a positive impact on investment decisions. The study finds that making wise investment decisions in the cryptocurrency market requires a thorough understanding of social media, digital literacy, and financial literacy. Keywords: Digital Literacy, Financial Literacy, Social Media, Investment Decisions and Cryptocurrency.
Khushnuma Khan, Matloob Ullah Khan, Neha Gupta, Garishma Gulyani · 7 authors
In this research paper, we investigate the variables that impact the behavioural intention of cryptocurrency investors in India. The analysis of the data was done using smart partial least square-structural equation modelling. The study was carried out in India using purposive sampling and included investors who had a fundamental understanding of cryptocurrency. It has been established that factors such as financial literacy, facilitating conditions, social influence, effort expectancy and performance expectancy have a significant influence on the investment behaviour of these individuals. The study looks at how the Unified Theory of Acceptance and Use of Technology model with financial literacy affects the behaviour of cryptocurrency investment.
Fawzieh Mohammed Masa’d, Hassan Ali Al-Ababneh, Rasha Mohammad Rath’an Alraqqad, Dirar Abdelaziz Al-Maaitah · 6 authors
The key goal of the study is to identify aspects of the implementation of blockchain technologies in human resource management and argue for the moderating role of institutional support. The need to introduce new technologies at both the tactical and strategic levels is substantiated. It is highlighted that the key core of modern organizations is the human resource management system. The role of integration of blockchain technologies in human resource management, which ensures the effective training of qualified personnel at the right time and in the right place, is argued. It has been determined that the introduction of blockchain technologies in human resource management facilitates the organization of cooperation between countries in updating skills and knowledge based on compliance with competency standards and corporate governance rules. A survey of 300 employees of the pharmaceutical industry in Jordan was conducted, which served as the basis for a multivariate analysis to confirm reasonable hypotheses. The results obtained are valuable and can be applied in practice in terms of determining the impact of the implementation of blockchain technology in the human resource management system and on the UTAUT structure, which in turn provides institutional support.
This study evaluates the factors influencing financial stability (FS) and behavioral intention (BI) in a cryptocurrency exchange app, explicitly focusing on system quality (SQ), perceived trust (PT), and digital currency (DC) within the Indonesian context. Utilizing structural equation modeling (SEM) with SmartPLS, the research analyzed data from 345 respondents who are active users of the cryptocurrency exchange app. The results confirmed that SQ significantly enhances PT (β = 0.832, t = 27.216, p < 0.001) and BI (β = 0.718, t = 12.675, p < 0.001). Additionally, DC positively impacts FS (β = 0.578, t = 8.177, p < 0.001), while PT influences both FS (β = 0.391, t = 5.478, p < 0.001) and BI (β = 0.198, t = 3.490, p = 0.001). These findings validate all five proposed hypotheses, highlighting the critical role of SQ and PT in driving FS and user engagement in cryptocurrency exchange apps. The study's measurement model demonstrated good reliability and validity, with Cronbach's alpha values exceeding 0.7 for all constructs: SQ (0.891), PT (0.812), DC (0.767), FS (0.819), and BI (0.745). Composite reliability values were also high, ranging from 0.855 to 0.933. Average Variance Extracted (AVE) values indicated good convergent validity, with SQ (0.822), PT (0.727), DC (0.689), FS (0.743), and BI (0.663). Discriminant validity was confirmed using the Fornell-Larcker criterion. The structural model's fit indices, including an SRMR of 0.045 and an NFI of 0.914, demonstrated a good model fit. The R² values for BI (0.791), FS (0.873), and PT (0.693) indicated substantial explanatory power. Despite its contributions, this study has limitations, including its focus on a single cryptocurrency exchange app in Indonesia, which may affect the generalizability of the findings. Future research should expand the sample to include multiple apps and geographical contexts. Additionally, incorporating other relevant factors, such as user experience and regulatory compliance, could provide a more comprehensive understanding of FS in digital financial services. This research underscores the importance of SQ and PT in achieving long-term success and sustainability in the rapidly evolving digital finance landscape.
Zhang Ying, M. Mahdi Tavalaei, Glenn Parry, Peng Zhou
To understand the slow adoption of blockchain technology by organisations, we conduct a systematic literature review of adoption factors using a mixed-methods approach. Using thematic analysis, 880 factors are identified and grouped into 29 themes, which offer a comprehensive overview of the literature. Using statistical analysis, the identified factors are dissected into technological (T), organisational (O), and environmental (E) dimensions (the TOE framework). Themes are further classified as barriers (B), enablers (En), and ambiguous (A) to describe a firm's readiness for blockchain adoption (the BEnA framework). We emphasise the multidimensionality of adoption factors across the TOE dimensions and the conditionality of adoption enablers across the BEnA dimensions. Analysis of research trends shows that recent blockchain adoption literature has focused on elaborating upon existing research themes (involution) rather than on developing new themes (evolution). Based on our analyses, we propose future research directions, including scrutinising the interdependence and multidimensionality of blockchain adoption factors, further examining factors with conditional or unclear effects on adoption, and broadening the contextual, temporal, and theoretical aspects of blockchain adoption research. • Identified 880 factors and 29 themes of blockchain adoption by organisations. • Developed multidimensional theoretical frameworks to analyse factors and themes. • Adoption barriers are mostly unambiguous, while enablers are often conditional. • Recent research on blockchain is mainly an involution rather than an evolution.
Cheuk Hang Au, Kevin K.W. Ho, Kris M. Y. Law, Dickson K.W. Chiu
Abstract The proliferation of cryptocurrencies has contributed to the emergence of different cryptocurrency exchanges (crypto-exchanges). While these services may be regarded as FinTech, involving cryptocurrency as the major transaction currency has made these services potentially distinctive from other fiat-based FinTech services. Thus, the critical success factors of crypto-exchanges may not be identical to those of other fiat-based FinTech services. Grounded on theories related to FinTech and service varieties, we developed a survey and explored the role of different factors on users’ continuous intention of adopting the crypto-exchanges. Our results suggested that when users perceive specific crypto-exchange characteristics, they are more likely to adopt the exchange continuously. Combining previous literature, we name this set of factors “LAS-VICT principle”, including low user-burden, asset-light, scalability, variety, innovativeness, scalability, and transparency. However, users’ emphasis on factors may differ based on their cryptocurrency experience. Based on our findings, we provided some theoretical and practical implications.
Soraya González-Mendes, Rocío González Sánchez, Carlos J. Costa, Fernando E. García‐Muiña
The adoption of blockchain technology is gaining trends, leading to the need for investigations into the reasons that persuade the intention to adopt it by companies. However, empirical studies in the tourism industry are still scarce. This investigation aims to design a new adoption model that combines Human-Organisation-Technology-Fit (HOT-fit), Technology-Organisation-Environment (TOE) and sustainability dimensions. The model is validated using new empirical evidence in a relatively understudied geographic context, with a sample of 210 Portuguese tourism companies. The information was examined utilising Partial Least Squares Structural Equation Modelling (PLS-SEM). The outcomes indicate that reasons such as sustainability and competition intensity significantly impact the objective to adopt blockchain. The work provides practical implications for businesses, governments and society. Additionally, this paper offers a pioneering study of blockchain adoption by tourism companies in Portugal, which may help future researchers extend their study of this field to other sectors and regions.
Shipra Chhina, Mehmood Chadhar, Sally Firmin, Arthur Tatnall
Blockchain technology has garnered substantial interest due to its capacity to transform numerous industries by amplifying transparency and bolstering security measures. Despite the increasing interest, there is a void in existing literature regarding the alignment of actors with the diffusion of innovation principles in the context of blockchain adoption. This gap restricts comprehension of the factors influencing adoption. This research addressed this void by investigating how actors align with the diffusion of innovation principles in making decisions about blockchain adoption. Diffusion of innovation model was combined with the innovation translation concept derived from Actor-Network Theory to explore these complex dynamics in more detail. The results indicate that the decision-making process for blockchain adoption corresponds to knowledge, persuasion, and decision stages, mirroring the phases found in the innovation translation approach. This research offers theoretical insights and practical knowledge that can be beneficial to individuals and organisations looking to promote a successful implementation of blockchain technology.
Abstract Blockchain-based cryptocurrencies have garnered significant attention from academic and industry. However, systematic studies on cryptocurrency usage patterns and adoption across contexts are limited. Identifying factors and developing predictive models for cryptocurrency adoption remains challenging. This article conducts a systematic review with qualitative and quantitative (mixed) syntheses on the adoption of blockchain-based cryptocurrencies, adhering to PRISMA guidelines. From 579 initial articles, 124 were selected and classified into review-based, exploratory-based, and empirical-based categories. Exploratory articles examined global awareness and ownership of cryptocurrencies. Empirical articles were categorized into general, payment method, investment tool, transfer medium, and other contexts. The review reveals higher awareness and ownership of cryptocurrencies among young, educated males with proficient computer skills in both developed and developing nations. The Technology Acceptance Model (TAM) and its variants are the most frequently used in the surveyed articles. Key factors like Perceived Ease of Use (PEoU), Perceived Usefulness (PU), and Perceived Trust were extensively studied. Studies on payment methods mainly focused on the customer perspective, with limited attention to the service provider perspective. As an investment tool, factors like social influence, PU, financial literacy, facilitating conditions, and perceived risk were significant. For cryptocurrencies as a transfer medium, security and risk perceptions, performance and effort expectancy, and social influence were crucial. In other contexts, trialability, transparency, and cost efficiency drove adoption, with trust and usability being vital for cryptocurrency wallet usage. Additionally, the article proposes an integrative model combining TAM with technical, economic, personal, and environmental factors. The findings from this systematic review will guide future research in developing more comprehensive models for predicting the adopting of cryptocurrencies across various contexts.
Blockchain technology has promising benefits and provides robust solutions for managing business processes. While prior studies have primarily explored its potential in supporting logistics and supply chain management, many practitioners still lack a clear understanding of how to leverage blockchain technology, hindering its adoption within the industry. Bridging this gap and addressing critical barriers requires further empirical research. This study adopts a comprehensive approach, identifying potential barriers through a literature review and validating their significance through the Index of Item-Objective Congruence (IOC). The study then delves into the interrelationships among the significant barriers, utilising Interpretive Structural Modelling (ISM) and MICMAC methods. The results highlight seven significant barriers within the logistics sector, encompassing a lack of government support, operational standards, top management support, limited public awareness, trust issues, technical challenges, and network collaboration difficulties. Notably, the lack of public awareness and inadequate governmental support form fundamental obstacles that drive various challenges. This research offers insights into the barriers that hinder the successful adoption of blockchain technology in logistics, proposing several mitigation strategies that are in line with the principles of open innovation.
This paper explores the factors that facilitate and impede blockchain technology adoption (BTA) within business organizations. Analysing 112 scholarly articles via thematic and bibliometric methods reveals a complex adoption landscape, highlighted by the proposition of an innovative conceptual framework that augments the conventional technology-organization-environment (TOE) framework. This augmented framework integrates enabling factors, such as enhanced security mechanisms via smart contracts, and barriers, including scalability challenges and regulatory limitations. The research offers significant insights into cultivating a conducive ecosystem for BTA within organizations and provides practical implications.
The emergence of non-fungible tokens (NFTs) has elicited both excitement and apprehension among consumers, who find themselves influenced by the perceived scarcity and the perceived risks surrounding these novel digital assets. This study investigates the factors influencing consumer adoption of NFTs by integrating the concepts of perceived scarcity and perceived risks within the theoretical framework of the Theory of Planned Behavior (TPB). Employing structural equation modeling, the research evaluates the impact of perceived scarcity, perceived ease of use, attitudes, subjective norms, perceived behavioral control, and perceived risk on NFT purchase intentions. The findings reveal that perceived scarcity and perceived ease of use significantly positively affect consumers' intentions to purchase NFTs. Conversely, perceived risk exerts a negative effect on purchase intentions. Additionally, the study demonstrates that attitudes, subjective norms, and perceived behavioral control positively affect NFT purchase intentions. This study provides a behavioral roadmap for navigating the complex love-hate relationship consumers have with NFTs, shedding light on the factors that motivate individuals to embrace or avoid these digital collectibles.
Open access
Digital Marketing and Social Media
Technology Adoption and User Behaviour
Consumer Behavior in Brand Consumption and Identification
The Internet has become one of the main media, especially e-commerce transactions, which are increasingly popular and play an important role in the growth of online businesses. The RestLyfe store uses the Itemku platform, which uses a Business to Customer (B2C) and Customer to Customer (C2C) model, to sell digital products such as digital vouchers and game keys. However, some of the issues faced when using the platform include high costs, limited market reach, and payment methods that can only be used by certain customers. Building an e-commerce website and adding a cryptocurrency payment gateway will hopefully solve these problems. To achieve this goal, an e-commerce website based on the WordPress content management system (CMS) with the WooCommerce plugin will be built. This plugin will incorporate a cryptocurrency payment gateway and facilitate transaction design. To collect related data, observation and literature review were conducted. The waterfall model System Life Cycle Development (SDLC) method will be used to build the e-commerce website. The results and conclusions of this study show that the website built can solve the problem with implementation results that meet the needs of the initial analysis, and the results of black box testing conducted on the website show good results. In addition, this study demonstrates the use of modern sales strategies for cryptocurrencies and the optimization of the latest technologies. Thus, the e-commerce site offers more opportunities to reach the target market and meet the needs of an increasingly digitized market.
Cryptocurrencies have sparked debates globally, leading to diverse reactions from countries regarding their regulation. Sri Lanka remains cautious, as evidenced by its absence in the 2021 Chainalysis Adoption Index and its 58th ranking in 2022, indicating growing user numbers despite warnings from the Central Bank of Sri Lanka. This study uses the Theory of Planned Behavior (TPB) to assess Sri Lankan university students’ intentions to invest in cryptocurrencies, exploring financial risk tolerance as a moderating variable. TPB suggests that attitudes, subjective norms, and perceived behavioral control predict intentions, with financial risk tolerance potentially influencing these intentions. The research collected data from students at top state and private universities in Sri Lanka through structured questionnaires, employing descriptive statistics and structural equation modeling (SEM) for analysis. Results showed that attitudes, subjective norms, and perceived behavioral control significantly influence investment intentions in cryptocurrencies. However, financial risk tolerance did not significantly modify these effects, suggesting that the volatile nature of cryptocurrencies attracts those with higher risk tolerances, rendering the moderating effect of financial risk tolerance negligible. This study offers insights for practitioners and policymakers, highlighting factors influencing cryptocurrency investments among university students and emphasizing the need for informed investment strategies suitable for varying risk tolerances. These findings enhance understanding of investment behavior in emerging markets like Sri Lanka.
Christian Zeiß, Myriam Schaschek, Lisa Straub, Christoph Tomitza · 5 authors
Abstract After the initial surge in decentralized finance, widespread public adoption did not materialize. A predominant portion of the populace harbors distrust towards the crypto asset market. Conversely, banks, serving as intermediaries in financial management, enjoy heightened trust. The contemporary development within the banking sector indicates an inclination towards integrating into the crypto asset market. This integration results in new business models for banking institutions and emergent opportunities for their clientele. Prior research addresses perceptions surrounding cryptocurrencies. The present research augments this field by investigating the acceptance of crypto assets. Specifically, we conducted an empirical user study to analyze investing behaviors. By adapting the theoretical framework of the technology acceptance model to the unique characteristics of crypto assets, we highlight acceptance drivers. Notable variances in awareness of crypto assets affect investment decisions. The findings of this study contribute to social welfare by identifying impediments to sustainable investment practices. Additionally, these insights facilitate a more sophisticated comprehension of strategic alternatives available to banking institutions.
A adoção das tecnologias associadas à denominada web3 em diversos setores do mercado originaram oportunidades que, por sua vez, levantam novos desafios e barreiras ao seu uso e benefício por parte da população em geral. Entre esses desafios destaca-se o carácter ainda relativamente pouco conhecido do funcionamento de conceitos relacionados com a blockchain tais como smart contracts e NFTs, que se encontram na base de uma nova gama de produtos digitais, e que como tal, ainda desconhecidos por parte de um público tecnologicamente menos literato. O Design da Experiência e a Usabilidade surgem como áreas com o potencial de realizar a ligação entre a complexidade tecnológica desta nova categoria de produtos digitais e as práticas online da população em geral. A presente dissertação pretende investigar, através do design, abordagens de desenho de interfaces que tornem a adoção de produtos digitais associados à web3 mais fáceis de usar, através da identificação e reflexão das diferenças conceptuais e tecnológicas desta categoria de produtos em relação a outras tecnologias de uso mais estabelecido. Para tal, foi desenhada a interface de uma plataforma que conjuga um serviço de oferta de música através de stream, que permite ao ouvinte, através das tecnologias da web3, ser potencialmente co-proprietário desses mesmos conteúdos.
Blockchain technology, along with cryptocurrencies like Bitcoin, Ethereum, and stablecoin represent potential advancements that could change the financial industry. Stablecoins, have established a presence could change the traditional mechanisms of global economy. Nonetheless, consumer adoption of these technologies has been slightly slow. Many aspects and gaps are still not filled in the literature about these new technologies. In this research, using the technology acceptance model (TAM) to see the factors behind the intention to use cryptocurrencies as a payment method by examining the brand image role in the intention to use cryptocurrencies and blockchain technologies for payment methods. The research has been done through an online survey, distributed between group of people with different backgrounds in Türkiye. The survey was conducted in Turkish, and all scales and measurements have been tested and approved in previous studies. The findings indicate that brand image impacts the intention to use cryptocurrencies and blockchain technology transactions. Also, the strongest relation is between attitude (A) and brand image (BI) these finding highlight the importance of brand image in driving consumer’s attitude and intention to use cryptocurrencies as payment method. Moreover, we discuss in the conclusion.
This study explores the adoption of blockchain technology within the Ethiopian National Quality Infrastructure (NQI). Data from 178 professionals representing various organizations and roles were collected to investigate key adoption factors. By integrating the Technology Acceptance Model (TAM) and the Technology-Organization-Environment (TOE) framework, external factors (Technology Compatibility, Relative Advantage, Government Support, and Policy) and internal factors (perceived usefulness, perceived ease of use, and intention to use) were examined. A dual-stage analytical approach involving partial least square-based structural equation model (PLS-SEM) and artificial neural network (ANN) analyses was employed. The findings emphasize the significance of technological compatibility, perceived usefulness, and top management support as determinants of blockchain adoption in the NQI. Particularly, the compatibility of the existing system emerges as the most influential factor in adopting blockchain technology within the Ethiopian NQI. This study enhances the understanding of blockchain adoption within the NQI context, providing valuable insights for successful implementation. It contributes to the existing knowledge in this area and offers practical implications for quality infrastructure management.
Abstract This study examines the critical factors driving the adoption and integration of blockchain technology in accounting education. Employing a moderated model based on the technology acceptance model (TAM), the study investigates what motivates faculty members to adopt and integrate blockchain. Organizational support serves as a key moderating factor in this study. The study employed a quantitative approach, analyzing data from 191 faculty members at Indian universities and colleges using SmartPLS 4 software. The findings emphasize the significance of organizational support in shaping behavioral intentions, with notable effects on perceived usefulness and attitudes toward blockchain adoption. Additionally, perceived ease of use indirectly affects behavioral intentions through its impact on perceived usefulness and attitude. The moderated model explained 64% of the variance in behavioral intentions toward blockchain integration in accounting education. These results offer valuable implications for educational policy, not only in India but also in similar developing nations. By comprehending the relationship between organizational support and faculty members’ perceptions, policymakers can formulate strategies to effectively integrate blockchain technology into accounting education, encouraging innovation in university practices for the digital era.
Simon Wong, John Kun Woon Yeung, Yui‐yip Lau, Tomoya Kawasaki · 5 authors
Inspired by the discontinuation of the blockchain platform TradeLens, co-developed by IBM and Maersk, due to the lack of the involved supply chain stakeholders’ adoption, a critical literature review on the models of supply chain stakeholders’ adoption of blockchain applications was conducted. This review is significant as it provides insights into the exploration of a more universal approach to investigate which factors really influence blockchain adoption, which is a pre-requisite for the technical sustainability of blockchain technology in supply chains. As observed in the review, the technology acceptance model (TAM), the technology–organization–environment (TOE) framework, and the unified theory of acceptance and use of technology (UTAUT) are frequently used in the literature, but little attention has been paid to whether blockchain technology fits the users’ tasks in understanding blockchain adoption in the supply chain. Among the technology adoption theories, task–technology fit (TTF) considers whether a technology fits the tasks, but only two previous studies involved the use of TTF. This study discusses the suitability of these existing models of technology adoption for blockchain applications in supply chains and comes up with a new unified model, namely TOE-TTF-UTAUT. This review also has implications for a more appropriate conceptual research design using mixed methods.
K. M. Anwarul Islam, Fandi Omeish, Serajul Islam, Adel Sarea · 5 authors
This study aims to investigate the influencing factors of consumers’ willingness to buy cryptocurrency in Malaysia. The targeted population of this study was Malaysian citizens who had knowledge about digital currency such as cryptocurrency. In this study, the data collection process was completed using an online survey questionnaire from several social media groups in Malaysia. They were sent a survey invitation to take part in, and after their approval, their responses were gathered. Five-point Likert scale has been used, where ‘1’ stands for “strongly disagree” and ‘5’ stands for “strongly agree”, to find out the item-wise questionnaire. The final sample size was n = 620. Moreover, 5% significance level and SPSS software were used to analyze the data and evaluate the hypotheses. The outcome of this study exposes that the perception of the price value of the cryptocurrency, perceived trust, and perceived security measure positively and significantly affect consumers’ willingness to buy cryptocurrency. Overall, these variables can explain 49.50% (R2 = 0.495) of the variance in predicting consumers’ willingness to buy cryptocurrency. It is found that among the three determinants, perceived trust (β = 0.569) in cryptocurrency had the highest impact on the intention among Malaysian consumers compared to other variables. This study contributes to the limited existing literature concerning Bitcoin and digital currencies, offering insights that can aid scholars in comprehending the significance of cryptocurrency and delineating its predominant impacts within the Malaysian cryptocurrency space.