Award Date
May 2023
Degree Type
Thesis
Degree Name
Master of Science (MS)
Department
William F. Harrah College of Hospitality
First Committee Member
Mehmet Erdem
Second Committee Member
Ozgur Ozdemir
Third Committee Member
Hyelin Kim
Fourth Committee Member
Makbule E. Anlamlier
Number of Pages
160
Abstract
Cryptocurrency payments (CPs) are an innovative technology that can disrupt the hospitality industry. However, studies on the antecedents of CP adoption are scarce. To bridge this gap, this study targeted Gen Y and Z, the potential primary user groups, to explore the determinants of intention to adopt CPs. A mixed-methods approach was used to capture the depth and breadth of understanding of factors that impact Gen Y and Z customers’ CP adoption intentions. Study 1, a qualitative study, was utilized to acquire contextualized components. In parallel, Study 2 used a quantitative approach to validate the proposed research model, which combined the unified theory of acceptance and use of technology with the innovation diffusion theory and incorporated the combined model with additional variables derived from Study 1. This study also examined generational differences as a moderator. Study 1 identified personal innovativeness and perceived risk as additional variables. Study 2 included CFA and PLS-SEM analysis, and the results showed that all the proposed factors, except social influence, have a significant impact on intention to adopt CPs. In addition, generational differences have a partial moderating effect. Findings, implications, and suggestions for future studies were also discussed.
Keywords
Blockchain Technology; Cryptocurrency Payments; Generation Y; Generation Z; Hotel Industry; Intention to Adopt
Disciplines
Business Administration, Management, and Operations | Marketing
Degree Grantor
University of Nevada, Las Vegas
Language
English
Repository Citation
Moon, Jehun, "Exploring Antecedents of Generation Y and Z Customers’ Intention to Adopt Cryptocurrency Payments in the Context of Hotels: A Sequential Mixed-Methods Study" (2023). UNLV Theses, Dissertations, Professional Papers, and Capstones. 4741.
https://digitalscholarship.unlv.edu/thesesdissertations/4741
Rights
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