|
The purpose of the study was to research factors influencing consumers’ intentions to use cryptocurrencies when booking hotel rooms. An online survey was developed based on the previous literature and TAM. Data was collected from U.S. residents who owned cryptocurrencies. A total of 381 surveys were collected and used for data analysis. The results of this research showed that perceived credibility, perceived usefulness, subjective norm, and perceived ease of use affected consumer acceptance. These findings indicate that hotel managers who plan to accept cryptocurrency in the long term should focus on improving credibility, functionality, and usability. There is no extant research framework focusing on use of cryptocurrencies in either the lodging industry or the hospitality industry; therefore, this research is a pioneering effort in applying and extending TAM to the newly emerging context of cryptocurrency, which has recently received attention from scholars.
|
