Will social media make or break the acceptance in new technology? : A quantitative study of consumer acceptance in Cryptocurrency
Abstract: Problem: Parallels have been drawn between the rise of the internet in 1990s and the present rise of bitcoin (cryptocurrency) and underlying blockchain technology. This resulted in a widespread of media coverage due to extreme price fluctuations and increased supply and demand. Garcia et al. (2014) argues that this is driven by several social aspects including word-of-mouth communication on social media, indicating that this aspect of social media effects individual attitude formation and intention towards cryptocurrency. However, this combination of social media of antecedent of consumer acceptance is limited explored, especially in the context of technology acceptance. Purpose: The purpose of this thesis is to create further understanding in the Technology Acceptance Model with the additional construct: social influence, first suggested by Malhotra et al. (1999). Hereby, the additional construct of social media influence was added to advance the indirect effects of social media influence on attitude formation and behavioural intention towards cryptocurrency, through the processes of social influence (internalization; identification; compliance) by Kelman. Method: This study carries out a quantitative study where survey-research was used that included a total sample of 250 cases. This sample consists of individuals between 18-37 years old, where social media usage is part of the life. As a result of the data collection, analysis was conducted using multiple regression techniques. Conclusion: Analysis of the findings established theoretical validation of the appliance of the Technology Acceptance Model on digital innovation, like cryptocurrency. By adding the construct of social media, further understanding is created in the behaviour of millennials towards cryptocurrency. The evidence suggests that there are clear indirect effects of social media on attitude formation and intention towards engaging in cryptocurrency through the processes of social influence. This study should be seen as preliminary, where future research could be built upon. More specifically, in terms of consumer acceptance of cryptocurrency and the extent of influence by social media.
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