A Study on the Consumer Behavior Model of Virtual Currency by Using the Theory of Planned Behavior

• Main Authors: Tseng, Yu-Syuan, 曾郁軒
• Other Authors: Lin, Feng-Jeng
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/50059701058377318621

碩士 === 國立宜蘭大學 === 應用經濟與管理學系應用經濟學碩士班 === 105 === With the popularity of the Internet, social networking and e-commerce, the appearance of virtual currency promotes more efficiency on traditional e-commerce, gradually attracting worldwide attention. However, accepting currency or not mainly comes from the public's confidence on the currency. Thus, through the theory of planned behavior model and added impact of currency confidence simultaneously, this study will examine virtual currency consumer’s behavior patterns in order to investigate the relationship between the consumer and the behavior model. Study results indicate the degree of currency confidence for attitude, subjective norms and perceived behavioral control all show significant and positive effects. Attitude, subjective norms and perceived behavioral control also show significant effects to consumer intentions. At the same time, these three factors also have significant and positive effects to behavior further. The results show as follows: 1. No matter in the original theory of planned behavior model or expension model, their suitability, goodness-of-fit for the whole model or goodness-of-fit for the internal structural are all in the acceptance range of evaluation. 2. On the path validation, each facets paths show significant and positive impact on the relationship after verification by empirical model. Except hypothesis eight, the remaining hypothesis is completely established. It can be seen that virtual currency consumer behavior patterns can be reasonably adapted with the theory of planned behavior.