DOI: https://doie.org/10.0820/Nerj.2024103296
Guych Nuryyev, Lun-Chuan Lin, Chen-Chang Lo , Ling Lai Chen
Keywords:digital payments, blockchain, bitcoin, hospitality
This study investigates the factors influencing the intention of hospitality businesses in Taiwan to adopt bitcoin payments. Using the modified Technology Acceptance Model (TAM), the research identifies key determinants including perceived usefulness, perceived ease of use, convenience, and trust. Data collected from 101 Taiwanese hospitality entrepreneurs were analysed using Structural Equation Modelling (SEM). The findings reveal that perceived ease of use has the strongest impact on the intention to adopt bitcoin payments, with convenience also playing a significant role. The study addresses a gap in the literature by focusing on business intentions rather than consumer adoption, providing insights into how hospitality businesses can leverage bitcoin to attract a younger, tech-savvy customer base. However, challenges such as perceived security risks and market volatility remain. The findings offer practical implications for business owners and managers.