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Bridging the adoption gap for cryptocurrencies: understanding the affordances that impact approach–avoidance behavior for potential users and continuation usage for actual users

Milad Armani Dehghani (Business School, Nottingham Trent University, Nottingham, UK)
Dionysios Karavidas (University College Cork, Cork, Ireland)
Alexandra Rese (Faculty of Law, Business and Economics, University of Bayreuth, Bayreuth, Germany)
Fulya Acikgoz (Department of Management, University of Bristol, Bristol, UK)

Information Technology & People

ISSN: 0959-3845

Article publication date: 31 October 2023

158

Abstract

Purpose

With the rise of cryptocurrency and its influence on the financial industry, this paper aims to explore cryptocurrency affordances that lead to approach–avoidance behavioral intentions for non-users (potential) and the intention to continue use for users (actual), drawing upon affordance theory and chasm theory.

Design/methodology/approach

The authors collected data from 480 potential and actual users in Germany and used maximum likelihood structural equation modeling (ML-SEM) to analyze it. In particular, the data consisted of 301 cryptocurrency users in Germany\ the authors used ML-SEM to test the post-adoption model. Additionally, logistic regression was utilized to determine the dominant actual usage method (store of value or medium of exchange) for various cryptocurrency coins.

Findings

According to the study's results, the perceived value benefits have a positive impact on the behavioral intention of potential users to adopt cryptocurrency, and they influence the intention of actual users to continue using it. However, both perceived volatility and financial risk tolerance are the most crucial factors hindering cryptocurrency adoption, whether in the pre-adoption or the post-adoption stage.

Originality/value

This is the first study to reveal cryptocurrency affordances and examine their effect on behavioral intentions toward cryptocurrency adoption based on the differences between non-users (potential) and users (actual). Furthermore, the authors explore how cryptocurrency holders perceive and invest in different coins (e.g. NFTs), which sheds light on factors such as financial risk tolerance that affect their decision making.

Keywords

Acknowledgements

Since acceptance of this article, the following author(s) have updated their affiliations: Dionysios Karavidas is at the Business school, Queen’s University Belfast, Belfast, Ireland.

Citation

Armani Dehghani, M., Karavidas, D., Rese, A. and Acikgoz, F. (2023), "Bridging the adoption gap for cryptocurrencies: understanding the affordances that impact approach–avoidance behavior for potential users and continuation usage for actual users", Information Technology & People, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITP-10-2022-0821

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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