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研究生:白佳玲
研究生(外文):Batbileg Gan-Undral
論文名稱:Study on Purchase Intention of Cryptocurrency, Applying Technology Acceptance Model in Mongolia
論文名稱(外文):Study on Purchase Intention of Cryptocurrency, Applying Technology Acceptance Model in Mongolia
指導教授:施武榮施武榮引用關係
指導教授(外文):Shih, Wurong
口試委員:龍仕璋吳建興施武榮
口試日期:2022-01-17
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:全球經營管理碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:57
中文關鍵詞:cryptocurrency
外文關鍵詞:cryptocurrency
相關次數:
  • 被引用被引用:0
  • 點閱點閱:22
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  • 下載下載:1
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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


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