What explains the sudden surge in cryptocurrency? A consumption value theory perspective

Purpose Cryptocurrency has emerged as a significant component on the surface of the financial industry. With its growing popularity and blockchain as an underlying technology, cryptocurrency has the potential to disrupt the digital payments market. In light of this, this study aims to identify and empirically validate factors that influence the continuous intention of customers toward the adoption of cryptocurrency. Design/methodology/approach The study extends consumption value theory by incorporating additional variables – monetary value, perceived trust and perceived risk – to enhance the predictive power of the proposed model. The data were analyzed using the partial least square technique on the sample of 285 customers. Findings The results indicate that trust is the most significant factor to influence customers’ intention to use cryptocurrency, followed by conditional value, epistemic value, emotional value and monetary value. The authors also found the significant moderating effect of personal innovativeness on behavioral intention and actual usage of cryptocurrency. Practical implications The analysis of the study gives policymakers valuable information for the establishment of the regulatory framework that supports innovation while protecting the rights of the consumer. Originality/value The study embeds great theoretical and practical significance by generating a new technical thread that will facilitate multiple players to use their resources optimally.