Investor intention, investor behavior and crypto assets in the framework of decomposed theory of planned behavior

Abstract

The interest in crypto assets, known as an extremely volatile, risky and digital currency that first emerged in 2009, continued to increase day by day. Crypto assets, especially Bitcoin, have become very valuable and are now seen as an investment tool. Online survey data of 1,222 individuals were used in the study. The data were analyzed through the structural equation model. With the Decomposed Theory of Planned Behavior used in the research, the dimensions affecting Attitude, Subjective Norms, Perceived Behavioral Control variables and the effect of Intention on the behavior of investors, namely crypto asset investment, were investigated. According to the Standardized Regression Weights, a one-unit change in attitude affects intention 0.822, a one-unit change in subjective norms 0.048, and a one-unit change in perceived behavioral control affects intention 0.117. In addition, it has been concluded that the most important determinant of the actual behavior that reveals the investment is the intention with 0.754, while the PBC effect is 0.144. The study is a comprehensive study on crypto asset investments in Turkey, a developing country. It is aimed that the results obtained will contribute to researchers, crypto asset companies, policy makers and researchers who want to increase their market share in the sector.

Influencer Marketing Platforms’ Effect on Light Meal Purchase Intention and Behavior

“…Through influencers sharing their personal experiences, product evaluations, and usage scenarios, they directly or indirectly shape consumers' views on various goods, attracting them to make purchases. Under the framework of the Theory of Planned Behavior, an individual's behavior is influenced by their beliefs and attitudes [30]. For consumers, if they believe that influencer marketing platforms can provide useful product information and recommendations, as well as positive evaluations of the products, then they are likely to have a positive attitude towards the platform and exhibit a higher intention to purchase.…”

“…According to the Theory of Planned Behavior, an individual's purchasing behavior is influenced by their beliefs and attitudes. In the context of influencer marketing platforms, if consumers have positive beliefs and attitudes towards the platform, meaning they consider the product information and recommendations provided by the platform to be valuable and have a positive evaluation of the products, then they are more likely to engage in purchasing behavior through that platform [30]. Studies show that influencer advertisements on influencer marketing platforms can increase consumers' impulse to make purchases, with attitudes towards influencer ads playing a key role in driving this impulse [40].…”