Factors Influencing Behavioural Intentions Towards Investment in Cryptocurrency: A Study on Generation Z Female of India

Drawn upon the premise of technology acceptance model (TAM), innovation diffusion theory (IDT) and unified theory of acceptance and use of technology (UTAUT), the current study aims at identifying and prioritizing the reasons behind the behavioural intentions to invest in cryptocurrency among Generation Z females of India. Theoretical model developed for the study hypothesized the following precursors of BI-perceived usefulness, perceived ease of use, trust, price value, hedonic motivation, facilitating conditions. Validated scales were used for measuring the study constructs and data was collected through Google form from 276 female students pursuing B.Tech. or equivalent degree from Institute of National Importance of India. Using structural modelling approach theory, model was tested and it was found that perceived usefulness has highest impact on BI, whereas price value has a negative impact.