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A Study on Cryptocurrency Investors Purchase Intentions: Revisiting the Brand Personality Theory

Author

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  • Jyothi Chittineni

    (Finance and Accounting, IBS - Hyderabad, The ICFAI Foundation for Higher Education, (Declared as Deemed-to-be university U/s 3 of the UGC Act 1956), Dontanapally Campus, Shanker Pally Road, Hyderabad, India.)

Abstract

This paper aims to identify the factors affecting the investment decision of retail investors to add crypto assets to their portfolios. The personality theory and the innovation diffusion theory are used in this study to understand the characteristics that influence investors' buying intentions. The study results show that the retail investors' purchase intentions are influenced by familiarity with the asset, trust, risk and return profile of the asset class, and the perceived security of the investor. The study also examines the role of innovativeness as a moderating variable in the relationship between purchase intentions and the primary variables. The study confirms that innovativeness has a significant mediating role in the relationship between purchase intentions and trust and also in the relationship between purchase intentions and perceived security. The results indicate that innovativeness has no significant moderating impact on the relationship between purchase intentions and familiarity and also on the relationship between purchase intentions and risk and return consciousness.

Suggested Citation

  • Jyothi Chittineni, 2022. "A Study on Cryptocurrency Investors Purchase Intentions: Revisiting the Brand Personality Theory," International Journal of Economics and Financial Issues, Econjournals, vol. 12(4), pages 28-33, July.
    • Handle: RePEc:eco:journ1:2022-04-4
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Cryptocurrency; Structural equation model; personality theory; innovative diffusion theory and purchase intension;
    All these keywords.

    JEL classification:

    • G11 - Financial Economics - - General Financial Markets - - - Portfolio Choice; Investment Decisions
    • G14 - Financial Economics - - General Financial Markets - - - Information and Market Efficiency; Event Studies; Insider Trading

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