The Study of Key Factors that Influence Consumers' Willingness to Pay with Bitcoin：A UTAUT Perspective

• Main Authors: Yin-Li Tseng, 曾尹麗
• Other Authors: Ming-Lang Yeh
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/02928059481503738905

碩士 === 中華大學 === 企業管理學系 === 105 === With the launching of third-party payment, e-commerce will be thriving in the future. Thus, virtual currency payment is going to be an inevitable trend of cross-border e-commerce. Currently, there have been a huge number of e-commerce enterprises accepting cryptocurrency, such as Bitcoin. Therefore, it’s obvious that cryptocurrency transaction has become an international trend, and will be playing a big role in cross-border e-commerce. In the discussion of consumer usage behavior towards new-tech products, UTAUT combines every factor that was used to explain the pattern of technology usage behavior, and therefore has the better explanatory power and simplicity than other models. Thus, this study will adopt UTAUT model as well as considering personal factors on innovative acceptance and trust to explore the factors affecting Bitcoin usage intentions. The result shows that most respondents are willing to use Bitcoin, however, they have little understanding about it. Performance expectancy, effort expectancy, social influence, facilitating conditions, personal innovative acceptance, and trust are the factors that affect consumers’ usage intentions. Age has moderation effects between effort expectancy, personal innovation acceptance and trust to usage intentions. Education experience, on the other hand, has moderation effects between performance expectancy, effort expectancy, social influence and personal innovation acceptance to usage intentions.