臺灣博碩士論文加值系統

Cryptocurrency, which is based on blockchain technology, is a groundbreaking innovation. The blockchain technology is based on decentralization, which allows for secure transactions. It may also represent a number of major concerns in terms of money laundering, illegal funding and fraud risk. The goal of this study is to look into Mongolian consumers intentions to buy cryptocurrency. An online survey was distributed to total 182 respondents based in Mongolia.
The Technology Acceptance Model was used to meet the objective of this study. The result of this study indicates that purchase intention of cryptocurrency is significantly influenced by trust. As a result, this study contributes to a better knowledge regarding Mongolian consumers cryptocurrency purchase intentions.

Cryptocurrency, which is based on blockchain technology, is a groundbreaking innovation. The blockchain technology is based on decentralization, which allows for secure transactions. It may also represent a number of major concerns in terms of money laundering, illegal funding and fraud risk. The goal of this study is to look into Mongolian consumers intentions to buy cryptocurrency. An online survey was distributed to total 182 respondents based in Mongolia.
The Technology Acceptance Model was used to meet the objective of this study. The result of this study indicates that purchase intention of cryptocurrency is significantly influenced by trust. As a result, this study contributes to a better knowledge regarding Mongolian consumers cryptocurrency purchase intentions.

Table of Contents
CHAPTER 1 – INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivations 1
1.3 Research Objectives 2
1.4 Research Questions 2
1.5 Structure of the thesis 3
CHAPTER 2 – LITERATURE REVIEW 4
2.1 Cryptocurrency 4
2.2 Technology Acceptance Model (TAM) 6
2.2.1 Perceived Ease of Use 8
2.2.2 Perceived Usefulness 9
2.2.3 Trust 9
2.2.4 Risk 10
2.2.5 Purchase Intention 11
CHAPTER 3 – METHODOLOGY 13
3.1 The proposed Conceptual Framework 13
3.2 Research Hypothesis 15
3.3 Data Collection 15
3.4 Questionnaire Design 15
3.4.1 Demographic Questions 16
3.5 Construct Measurement 17
3.6 Sampling plan 18
3.7 Statistical Methods 19
3.7.1 Factor Analysis 19
3.7.2 Correlation Analysis 20
3.7.3 Path Analysis 20
CHAPTER 4 – DATA ANALYSIS & RESULT 21
4.1 Descriptive Analysis 21
4.1.1 Demographic Statistics of Gender 22
4.1.2 Demographic Statistics of Age 22
4.1.3 Demographic Statistics of Education 23
4.1.4 Demographic Statistics of Occupation 24
4.1.5 Demographic Statistics of Monthly Income 25
4.2 Descriptive Statistics of Questionnaire Items 27
4.3 Reliability Analysis 27
4.4 Factor Analysis 29
4.4.1 Exploratory Analysis 29
4.4.2 Confirmatory Analysis 31
4.4.3 Correlation Analysis 34
4.5 Path Analysis 37
CHAPTER 5 – CONCLUSIONS 39
5.1 Summary of research findings 39
5.1.1 Findings of research hypothesis 39
5.1.2 Findings of research questions 41
5.2 Academic Contribution and Implications 43
5.3 Limitations and Recommendations 43
REFERENCE 44
Appendix Questionnaire - English Version 50
Appendix Questionnaire - Mongolian Version 54

•Albayati, H., Kim, S. K., & Rho, J. J. (2020). Accepting financial transactions using blockchain technology and cryptocurrency: A customer perspective approach. Technology in Society, 62, 101320. https://doi.org/10.1016/j.techsoc.2020.101320
•Alkarkhi, A. F. M., & Alqaraghuli, W. A. A. (2019). Factor analysis. Easy Statistics for Food Science with R, 143–159. https://doi.org/10.1016/b978-0-12-814262-2.00009-1
•Alqaryouti, O., Siyam, N., Alkashri, Z., & Shaalan, K. (2020). Cryptocurrency usage impact on perceived benefits and users’ behaviour. Information Systems, 123–136. https://doi.org/10.1007/978-3-030-44322-1_10
•Ard Holdings. (2021). Mongolia's first cryptocurrency, ardcoin – now listed on Bittrex Global!: Ard Holdings Mongolias First Cryptocurrency ArdCoin Now Listed on Bittrex Global Comments. Retrieved October 03, 2021, from https://ardholdings.com/en/ardx-bittrex-global/
•Arias-Oliva, M., Pelegrín-Borondo, J., & Matías-Clavero, G. (2019). Variables influencing cryptocurrency use: A technology acceptance model in Spain. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.00475
•Bharadwaj, S., & Deka, S. (2021). Behavioural Intention towards Investment in Cryptocurrency: an Integration of Rogers’ Diffusion of Innovation Theory and the Technology Acceptance Model, 9(4). https://doi.org/https://doi.org/10.23762/FSO_VOL9_NO4_7
•Chen, S. C., Shing-Han, L., & Chien-Yi, L. (2011). Recent related research in technology acceptance model: A literature review. Australian journal of business and management research, 1(9), 124.
•Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & Information Systems (IJMIS), 19(1), 21. https://doi.org/10.19030/ijmis.v19i1.9086
•CoinMarketCap. (2021). Global Cryptocurrency Charts. Retrieved from Coinmarketcap: https://coinmarketcap.com/charts/
•Cointelegraph. (2021, October 8). Inflation hedging coin (IHC) raised $10 million in under 30 seconds. Cointelegraph. Retrieved January 8, 2022, from https://cointelegraph.com/press-releases/inflation-hedging-coin-ihc-raised-10-million-under-30-seconds
•CompleX. (2021). Top 5/ Mongol Market. Retrieved January 11, 2022, from https://complex.mn/
•Davis, F.D. (1986). A technology acceptance model for empirically testing new end-user information systems: theory and results. Doctoral dissertation. MIT Sloan School of Management, Cambridge, MA
•Davis, F.D. (1989). Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly, 13 (3).
•Doan, T.-T. T. (2020). Factors affecting online purchase intention: A Study of Vietnam Online customers. Management Science Letters, 2337–2342. https://doi.org/10.5267/j.msl.2020.3.001
•Echchabi, A., Omar, M. M., & Ayedh, A. M. (2021). Factors influencing bitcoin investment intention: The case of Oman. International Journal of Internet Technology and Secured Transactions, 11(1), 1. https://doi.org/10.1504/ijitst.2021.112867
•Gefen, D., Karahanna, E., & Straub, D. W. (2003). Inexperience and experience with online stores: The importance of tam and trust. IEEE Transactions on Engineering Management, 50(3), 307–321. https://doi.org/10.1109/tem.2003.817277
•Gómez-Suárez, M., & Martínez-Ruiz, M. P. (2016). Attitude toward private label brands. Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, 54–78. https://doi.org/10.4018/978-1-5225-0220-3.ch003
•Guych, Nuryyev and Anastasia, Spyridou and Simon, Yeh and Jennet, Achyldurdyyeva (2018). Factors influencing the intention to use cryptocurrency payments: An examination of blockchain economy. Published in: TOURMAN 2018 Conference Proceedings, Rhodes: Greece (28 October 2018): pp. 303-310.
•Ha, N. T. (2020). The impact of perceived risk on consumers’ online shopping intention: An integration of Tam and tpb. Management Science Letters, 2029–2036. https://doi.org/10.5267/j.msl.2020.2.009
•Häringer, S. (2019). Understanding consumer adoption of cryptocurrencies-An application of the Technology Acceptance Model (TAM).
•Lai, P. C. (2017). The literature review of technology adoption models and theories for the novelty technology. JISTEM-Journal of Information Systems and Technology Management, 14, 21-38.
•Lee, M.-C. (2009). Factors influencing the adoption of internet banking: An integration of Tam and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130–141. https://doi.org/10.1016/j.elerap.2008.11.006
•Lee, Y., Kozar, K. A., & Larsen, K. R. T. (2003). The Technology Acceptance Model: Past, present, and future. Communications of the Association for Information Systems, 12. https://doi.org/10.17705/1cais.01250
•Lemon. (2021). Let's Take a Look at Mongolian Crypto Exchanges. Retrieved August 08, 2021, from https://lemonpress.mn/news/crypto_exchanges/.
•Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International business research, 3(3), 63.
•Liu, I.-F., Chen, M. C., Sun, Y. S., Wible, D., & Kuo, C.-H. (2010). Extending the TAM model to explore the factors that affect intention to use an online learning community. Computers & Education, 54(2), 600–610. https://doi.org/10.1016/j.compedu.2009.09.009
•Lopez, R. D. (2018). Analysis of the Purchase Intention of Bitcoin by Applying the Technology Acceptance Model (TAM) (Publication No. 006271340) [Master’s thesis, Southern Taiwan University of Science and Technology].
•Maditinos, D., Chatzoudes, D., & Sarigiannidis, L. (2013). An examination of the critical factors affecting consumer acceptance of online banking. Journal of Systems and Information Technology, 15(1), 97–116. https://doi.org/10.1108/13287261311322602
•Mangin, J. P. L., Bourgaul, N., Porral, C. C., Mesly, O., Telahigue, I., & Trudel, M. (1970). The moderating role of risk, security and trust applied to the TAM model in the offer of banking financial services in Canada. The Journal of Internet Banking and Commerce, 19(2), 1-21.
•Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
•Munoz-Leiva, F., Climent-Climent, S., & Liébana-Cabanillas, F. (2016). Determinants of intention to use the Mobile Banking Apps: An extension of the classic Tam model. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3489124
•Nadeem, M. A., Liu, Z., Pitafi, A. H., Younis, A., & Xu, Y. (2021). Investigating the adoption factors of cryptocurrencies—a case of bitcoin: Empirical evidence from China. SAGE Open, 11(1), 9–9. https://doi.org/10.1177/2158244021998704
•Ögel, S., & Ögel, İ. Y. (2021). The interaction between perceived risk, attitude, and intention to use: An empirical study on Bitcoin as a crypto currency. New Challenges for Future Sustainability and Wellbeing, 211–241. https://doi.org/10.1108/978-1-80043-968-920211012
•Ortega Egea, J. M., & Román González, M. V. (2011). Explaining physicians’ acceptance of EHCR systems: An extension of TAM with trust and risk factors. Computers in Human Behavior, 27(1), 319–332. https://doi.org/10.1016/j.chb.2010.08.010
•Palos-Sanchez, P., Saura, J. R., & Ayestaran, R. (2021). An exploratory approach to the adoption process of bitcoin by Business Executives. Mathematics, 9(4), 355. https://doi.org/10.3390/math9040355
•Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284.
•Qun, C. J., Howe, L. J., Thai, L. C., & Kheng, L. W. (2012). Exploring The Factors Affecting Purchase Intention of Smartphone: A Study of Young Adults in Universiti Tunku Abdul Rahman.
•Royal, J. F. (2021, November 3). What is cryptocurrency? Beginners Guide to Digital cash. NerdWallet. Retrieved November from https://www.nerdwallet.com/article/investing/cryptocurrency-7-things-to-know.
•Saad ALAKLABI and Kyeong KANG (2021). “Perceptions towards Cryptocurrency Adoption: A case of Saudi Arabian Citizens”, Journal of Electronic Banking Systems, Vol. 2021 (2021), Article ID 110411, DOI: 10.5171/2021.110411
•Salloum, S. A., & Al Emran, M. (2018). Factors affecting the adoption of e-payment systems by university students: Extending the Tam With Trust. International Journal of Electronic Business, 14(4), 371. https://doi.org/10.1504/ijeb.2018.10019536
•Sciarelli, M., Prisco, A., Gheith, M. H., & Muto, V. (2021). Factors affecting the adoption of blockchain technology in innovative Italian companies: an extended TAM approach. Journal of Strategy and Management.
•Song, H.-L. (2010). Customer adoption of internet banking: An integration of tam with trust, perceived risk, and quality. 2010 International Conference on Multimedia Information Networking and Security. https://doi.org/10.1109/mines.2010.65
•Song, X. (2021). Research on enterprise digital innovation, Consumer Digital Technology Readiness and purchase intention. E3S Web of Conferences, 275, 03080. https://doi.org/10.1051/e3sconf/202127503080
•Stix, H. (2021). Ownership and purchase intention of crypto-assets: survey results. Empirica, 48(1), 65-99.
•Ter Ji-Xi, J., Salamzadeh, Y., & Teoh, A. P. (2021). Behavioral intention to use cryptocurrency in Malaysia: An empirical study. The Bottom Line, 34(2), 170–197. https://doi.org/10.1108/bl-08-2020-0053
•TIMESOFINDIA.COM / Oct 7, 2021. (n.d.). How cryptocurrencies will shape the future of Finance: Deutsche Bank Report. Retrieved November 11, 2021, from https://timesofindia.indiatimes.com/business/cryptocurrency/blockchain/how-cryptocurrencies-will-shape-the-future-of-finance-deutsche-bank-report/articleshow/86845463.cms
•To, A. T., & Trinh, T. H. (2021). Understanding behavioral intention to use Mobile Wallets in Vietnam: Extending the TAM model with trust and enjoyment. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1891661
•Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342–365. https://doi.org/10.1287/isre.11.4.342.11872
•Viswanath Venkatesh; Fred D. Davis (1996). A Model of the Antecedents of Perceived Ease of Use: Development and Test. , 27(3), 451-481. doi:10.1111/j.1540-5915.1996.tb00860.x
•Voskobojnikov, A., Abramova, S., Beznosov, K., & Böhme, R. (2021). Non-Adoption of Crypto-Assets: Exploring the Role of Trust, Self-Efficacy, and Risk.
•Wallace, L. G., & Sheetz, S. D. (2014). The adoption of software measures: A technology acceptance model (TAM) perspective. Information & Management, 51(2), 250–250. https://doi.org/10.1016/j.im.2013.12.003
•Won-jun, L. (2018). Understanding Counsumer Acceptance of Fintech Service: An Extension of the TAM Model to Understand Bitcoin. IOSR Journal of Business and Management, 20(7), 34-37.
•Yang, Q., Pang, C., Liu, L., Yen, D. C., & Michael Tarn, J. (2015). Exploring consumer perceived risk and trust for online payments: An empirical study in China’s younger generation. Computers in Human Behavior, 50, 9–24. https://doi.org/10.1016/j.chb.2015.03.058