Factors affecting cryptocurrency adoption in digital business transactions: The mediating role of customer satisfaction

Abstract

This empirical study examines the factors influencing the adoption (AD) of cryptocurrencies in Malaysia's digital market. It is assumed that the adoption of cryptocurrencies would continue to increase. The role of the dependent variables of social influence (SI), transparency (TR), price value (PV), traceability (TRA), and attitude (AT) was examined to identify customer satisfaction as a mediator variable for cryptocurrency adoption. Random sampling was used to ensure that the research objectives were adequately examined. A total of 295 respondents answered the survey questions intended for cryptocurrency users in Malaysia. Data were analyzed using partial least squares structural equation modelling (PLS-LSM). The findings revealed that SI, PV, TRA, and AT were all impactful in terms of AD (dependent variable) through the mediation of customer satisfaction in Malaysia's digital market. However, TR negatively impacts Malaysia's digital market. Future researchers in other regions and industries may be able to reproduce these findings and use similar constructs to add to the present body of knowledge. This study adds to the small body of literature on Bitcoin and digital money. These findings can assist researchers in understanding the role of cryptocurrency and identifying its primary influences on the Malaysian cryptocurrency market.

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