ItemBook Chapter

Cryptocurrency Conundrum: Understanding the Dynamics of Indian Consumer Intentions using an Extended UTAUT Model

Title
Cryptocurrency Conundrum: Understanding the Dynamics of Indian Consumer Intentions using an Extended UTAUT Model
Creator
K, Shrinivas; Kumar, Raghavendra Prasanna; Sharma, Shivam; S, Ananda
Description
This study aims to identify what drives cryptocurrency usage in Indian consumers. At a time when the whole world is warming up to the idea of cryptocurrencies, India has only recently come on the map after demonetization. This has left Indian cryptocurrency companies groping in the dark regarding truly understanding Indian consumers and their preference for cryptocurrencies. Thus, to achieve the purpose of this study, we administered an online survey and studied only those respondents who were Indian citizens and had ever bought or sold cryptocurrencies before. Then, we performed factor analysis by analyzing responses to the questions of our UTAUT model using SPSS and PLS Smart. The results showed that the best predictor of cryptocurrency was using the construct Access to Knowledge/News, implying that Indian consumers use of cryptocurrencies was directly proportional to the ease and availability of accurate information about cryptocurrencies. 2025 The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Singapore Pte. Ltd.
Source
Trends and Challenges of Electronic Finance: Perspectives from Emerging Markets;pp.409-428
Date
01-01-2025
Publisher
Springer Science+Business Media
Subject
Bitcoin; Cryptocurrency; Demonetization; Ethereum; RBI; UTAUT Model
Coverage
K S., School of Business and Management, CHRIST Deemed to Be University, Bangalore, India; Kumar R.P., School of Business and Management, CHRIST Deemed to Be University, Bangalore, India; Sharma S., RP3, Bangalore, India; S A., College of Banking and Financial Studies, Muscat, Oman
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-981963304-3; 978-981963303-6;
Format
online
Language
English
Type
Book chapter

Citation

K, Shrinivas; Kumar, Raghavendra Prasanna; Sharma, Shivam; S, Ananda, “Cryptocurrency Conundrum: Understanding the Dynamics of Indian Consumer Intentions using an Extended UTAUT Model,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/24137.

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