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Are rural and urban consumers equally prepared for cryptocurrency adoption? Unveiling insights through the lens of the UTAUT3 model

Jitender Kumar et al.

South Asian Journal of Business Studies2026https://doi.org/10.1108/sajbs-10-2024-0389article
AJG 1ABDC B
Weight
0.50

What the paper says

Purpose Cryptocurrency has revolutionized the financial landscape by enabling transparency, security and fostering innovation across investors. Accordingly, the study examines the factors impacting consumer behavior towards cryptocurrency adoption for transactions by comparing urban and rural contexts through the “unified theory of acceptance and use of technology (UTAUT3)” model. Design/methodology/approach This article consists of two cross-sectional surveys: Study R has 398 rural investors, whereas Study U contains 405 urban investors to examine cryptocurrency adoption. Furthermore, data analysis was conducted using the “partial least squares-structural equation modeling (PLS-SEM)” technique. Findings The results concluded that performance expectancy, social influence and hedonic motivation positively impact behavioral intention and use behavior towards cryptocurrency adoption. In contrast, effort expectancy insignificantly impacts rural (Study R) and urban investors (Study U). Additionally, personal innovativeness and financial literacy positively influence; however, perceived risk insignificantly influences behavioral intention and use behavior in Study R and U. Surprisingly, facilitating conditions had a substantial impact in Study U. However, in Study R, they had no significant influence on behavioral intention and use behavior. Originality/value This paper bridges existing research gaps by providing cryptocurrency practitioners and regulators with valuable insights to expand their knowledge base and prioritize key intentions. Despite the ongoing growth in cryptocurrency, academic research remains in its early stages, with limited focus on this innovation. Additionally, the researchers argue that none of the previous research has yet executed a comparative study between rural and urban perspectives on this latest investment regime.

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https://doi.org/https://doi.org/10.1108/sajbs-10-2024-0389

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@article{jitender2026,
  title        = {{Are rural and urban consumers equally prepared for cryptocurrency adoption? Unveiling insights through the lens of the UTAUT3 model}},
  author       = {Jitender Kumar et al.},
  journal      = {South Asian Journal of Business Studies},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/sajbs-10-2024-0389},
}

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Are rural and urban consumers equally prepared for cryptocurrency adoption? Unveiling insights through the lens of the UTAUT3 model

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.