Behavioural intention towards investment in cryptocurrency: an integration of Rogers’ diffusion of innovation theory and the  technology acceptance model

Samrat  Bharadwaj; Susmita  Deka

doi:10.23762/FSO_VOL9_NO4_7

Published : 2021-12-28

Vol. 9 No. 4 (2021)

Behavioural intention towards investment in cryptocurrency: an integration of Rogers’ diffusion of innovation theory and the technology acceptance model

Samrat Bharadwaj

https://orcid.org/0000-0002-2199-2075

Susmita Deka

https://orcid.org/0000-0003-0718-7800

DOI: https://doi.org/10.23762/FSO_VOL9_NO4_7

Abstract

Despite being one of the fastest-growing digital assets in the present day, investment in cryptocurrencies is still a matter of questionable interest. Therefore, the present study intends to study the behavioural intention of Generation Z Indians towards investment in cryptocurrencies. With the integration of Rogers’ Diffusion of Innovation Theory and the Technology Acceptance Model, the study analyses the behaviour of respondents aged between 18 and 23. Data was collected from 392 respondents using the street-intercept data collection method, which was further tested using structural equation modelling and associated tests. The study finds that complexity, compatibility, and observability influence perceived usefulness and perceived ease of use, which further influence behavioural intention. Besides offering practical implications for crypto exchanges and online trading platforms, it is also found to be novel as it integrates the two most significant theories of technology adoption, contributing significantly to the existing literature.

Keywords:

Cryptocurrency, Rogers’ diffusion of Innovation Theory, Technology Acceptance Model, behavioural intention, generation Z

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Bharadwaj , S. ., & Deka, S. . (2021). Behavioural intention towards investment in cryptocurrency: an integration of Rogers’ diffusion of innovation theory and the technology acceptance model. Forum Scientiae Oeconomia, 9(4), 137–159. https://doi.org/10.23762/FSO_VOL9_NO4_7

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