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EMAC 2022 Annual

Acceptance of Cryptocurrencies in E-Commerce: Consumers’ Perspective Using a Proposed Cryptocurrency Technology Acceptance Model (CCTAM)

Published: May 24, 2022


Michael Hollaus, University of Applied Sciences Wiener Neustadt, Campus Wieselburg; Lisa Lampert, University of Applied Sciences Wiener Neustadt, Campus Wieselburg; Ulrich Urak, University of Applied Sciences Wiener Neustadt, Campus Wieselburg


The usage of cryptocurrencies as a payment method in e-commerce is rather limited in the DACH region. The acceptance to use them depends on various factors. Some are and some are not discussed in the literature, so the aim of this study is to provide a comprehensive picture of which factors influence the acceptance of cryptocurrencies and evaluate them using a custom-developed cryptocurrency acceptance model (CCTAM) and Partial Least Squares-Structural Equation Modelling (PLS-SEM). The data was collected through an online questionnaire with 341 respondents. The results show that all the factors identified have a certain degree of significance, but only the effect of Facilitating Conditions (FC) on the Perceived Ease of Use (PEoU) is negligible. Most notable, however, is the strong explanatory power of the construct Attitude (A), which can explain 72.3% of the total variance, indicating a good fit of the model.