A Study on Cryptocurrency Investors’ Purchase Intentions: Revisiting the Brand Personality Theory

نویسندگان

چکیده

This paper aims to identify the factors affecting investment decision of retail investors add crypto assets their portfolios. The personality theory and innovation diffusion are used in this study understand characteristics that influence investors' buying intentions. results show purchase intentions influenced by familiarity with asset, trust, risk return profile asset class, perceived security investor. also examines role innovativeness as a moderating variable relationship between primary variables. confirms has significant mediating trust security. indicate no impact on consciousness.

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ژورنال

عنوان ژورنال: International Journal of Economics and Financial Issues

سال: 2022

ISSN: ['2146-4138']

DOI: https://doi.org/10.32479/ijefi.13102