CRYPTOCURRENCY PERSPECTIVE: THE DRIVERS LEADING FROM AWARENESS TO ADOPTION- A CASE OF PAKISTAN

The Journal of Contemporary Issues in Business and Government Pub Date : 2021-10-29 DOI:10.47750/CIBG.2021.27.05.127

Najma Yasmeen, A. Ashraf, Alia Manzoor, Malka Liaquat

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Abstract

Purpose: The purpose is to add constructive points in the existing literature by identifying drivers that encompass the journey from creating awareness tothe ultimate adoption of the cryptocurrency payment system. Methodology: Certain aspects from the TAM Model, Innovation of Diffusion Theory, & AIDA Model are synthesized to form a holistic framework. To test the model, data from 250 digital banking users was collected via survey method and analysed through SEM. Originality: This study has significance for marketers, traders, digital banking users, and ultimate buyers of cryptocurrency as it would help them identify which areas need to be addressed for tackling early adopters Findings: Personal level characteristics significantly influence awareness, and adoption of cryptocurrencies. Perceived benefits and risks associated with the use of cryptocurrencies moderates the relationship between crypto-currency awareness and its adoption. Implications:The multi-perspective framework is believed to synthesize debates and discussions in the existing literature and provide the basis for future research.

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加密货币的视角:从意识到采用的驱动因素——以巴基斯坦为例

目的:目的是通过确定从创造意识到最终采用加密货币支付系统的过程中的驱动因素，在现有文献中添加建设性的观点。方法论:综合TAM模型、扩散创新理论、AIDA模型的某些方面，形成一个整体框架。为了验证该模型，通过调查方法收集了250名数字银行用户的数据，并通过扫描电镜进行了分析。独创性:这项研究对营销人员、交易员、数字银行用户和加密货币的最终买家具有重要意义，因为它可以帮助他们确定哪些领域需要解决早期采用者的问题。研究结果:个人层面的特征显著影响加密货币的意识和采用。与使用加密货币相关的感知收益和风险调节了加密货币意识与其采用之间的关系。启示:多视角框架综合了现有文献中的争论和讨论，为未来的研究提供了基础。

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The Journal of Contemporary Issues in Business and Government

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