Fatores de influência na compra de criptomoedas no Brasil

Abstract

Cryptocurrencies are presented as one of the innovations that emerged with the development of the Internet, and promote the breaking of paradigms both in the financial market and in the application of its technology (Blockchain) in different areas. As cryptocurrencies and their technology are inserted in society, new questions are raised about the elements that lead to their adoption and use by individuals, which motivates the research presented here. Therefore, the general objective of this research is to identify the factors that influence the use of cryptocurrencies by end users in Brazil. The scope of this objective goes, firstly, through the elaboration of a theoretical framework that encompasses the literature of the main subjects on the subject, which are: brief explanation of the development of marketing schools and the field of consumer behavior, as well as, behavioral theories (Rational Action Theory, Planned Behavior Theory) and technology adoption models (Technology Acceptance Model, Unified Technology Acceptance and Use Theory Model 2); the main concepts, contextualization of its creation, and the way cryptocurrencies work (Bitcoin, Ethereum, Litecoin) to make the reader more familiar with the object studied. The research is conducted as a pilot study and presents two methodological phases: the first, of a qualitative nature, in which 9 semi - structured interviews were conducted with cryptocurrency entrepreneurs and their technology, in order to capture their perspectives on the the use of cryptocurrencies and the particularities of the Brazilian scenario in this field, another purpose of the qualitative phase is, through the analysis of its content, to contribute to a better adaptation of the quantitative research instrument to the Brazilian reality, and to foresee the possible challenges in conducting such process. search; The second phase, of a quantitative nature, involved an online survey, which was answered by 316 individuals, with 121 valid answers. The quantitative data analysis was performed through an exploratory factor analysis, which measured the Cronbach's alpha of the selected variables, resulting in the extraction of 10 factors on the use of cryptocurrencies, which are presented from highest to lowest alpha: Price perception (0.932), Attitude and Intent to Use (0.93); Perceived Utility (0.905); Internalization (0.885); Perceived Ease of Use (0.878); Hedonic Motivation (0.876); Social Media (0.87); Perceived Risk (0.828); Identification (0.819); and Subjective Norms (0.572). The factors found in the exploratory factor analysis are in alignment with the literature of the theme, as well as the conjectures obtained in the qualitative phase of the research. The conclusion to be made is that the use of cryptocurrencies is still closely related to speculative aspects, however, the attitude of the individual towards such behavior also proves to be a strong factor. Individuals do not seem to be much impacted by perceived risk, as well as the influence of subjective norms.