Abstract:

Behavioral intentions of individuals occur as a result of positive or negative evaluations of any object or idea. It is a determinant that has a significant impact on transforming an individual’s ideas into behavior. The structure and effectiveness of information in financial markets are vital to understanding the behavior of investors, because the digital economy that develops with crypto money is psychologically significantly different from the cash economy. Accordingly, this study examined the main intentions or motivational factors that persuade individuals to invest in cryptocurrencies and the way these factors affect the actual investment behavior. This was done in the context of behavioral considerations in finance through the Unified Technology Acceptance Model (UTAUT). As a result of the model estimation, it has been concluded that the performance expectation is an important factor behind the investment behavior, and its effect changes considering positive or negative news about the pricing of cryptocurrencies.

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