The influence of Financial Literacy, Digital Marketing, and Customer Perceived Value on the Acceptance of Cryptocurrencies Launched Through ICO Among Bangkokians

Abstract

This study aimed to highlight the important factors influencing the acceptance of cryptocurrencies launched through Initial Coin Offering campaigns among Bangkokians. More precisely, the effect of factors such as financial literacy, digital marketing, and customer perceived value is deeply investigated. This work was carried out as a quantitative research and used questionnaires with close-ended and five-point Likert scale questions as research instrument. The population corresponds to 400 respondents living in the greater Bangkok area and having already purchased cryptocurrencies were collected via questionnaire and analyzed by descriptive and inferential statistics. The results showed that financial literacy and customer perceived value positively and significantly affects the acceptance of cryptocurrencies launched through ICO among Bangkokians at the statistically significant level of 0.05. Moreover, the results showed that digital marketing does not significantly affects the acceptance of cryptocurrencies launched through ICO among Bangkokians. Lastly, this study highlights the importance of customer’s financial literacy and perceived value in the acceptance of newly launched cryptocurrencies through ICO. Businesses can benefit from this knowledge to adapt their strategy while launching new cryptocurrencies.