Дешифровање крипто-купца: aнализа знања и преференција потрошача који користе криптовалуте за куповинуh
Sažetak
Брзо растући сектор криптовалута представља и изазове и могућности за предузећа и потрошаче. Ова студија истражује знање, стручност и навике куповине људи који купују користећи криптовалуте. Наше истраживање спроведено међу 516 учесника показује да се нивои знања разликују од почетника до стручњака. Занимљиво је да је део испитаника, скоро 30%, показао високу учесталост куповине упркос свом ограниченом знању. Регресионе анализе су показале да, иако знање о домену игра улогу, оно чини само 11,6% фактора који утичу на учесталост куповине. К-means кластер анализа је додатно сегментирала испитанике у три различите групе, од којих свака има јединствене нивое знања и склоности куповини. Ови резултати доводе у питање конвенционалну идеју која повезује опсежно знање са повећаном употребом криптовалута, сугеришући друге факторе који су у игри. Разумевање ове различите демографске групе купаца криптовалута је кључно за предузећа, наглашавајући потребу за прилагођеним стратегијама и корисничким искуствима. Ова студија нуди увид у тренутна понашања у куповини криптовалута и разматра будућа истраживања која истражују шире утицаје и потенцијалне промене у пејзажу потрошача криптовалута.
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