Spotřebitelské chování: vliv sociálních norem na adopci kryptoměn

The master thesis examines the consumer behaviour of Generation Y (aged 24–44) in the Czech Republic, aiming to evaluate the influence of cryptocurrency awareness and social norms on cryptocurrency adoption, and to explore how this relationship is mediated and moderated by selected factors. The quantitative research is based on a partial replication of the study by Shahzad et al. (2024). A total of 165 respondents participated in the study, providing sufficient data for subsequent statistical testing. Descriptive statistics, regression analysis, and the General Linear Model (GLM) were used to examine the influence of cryptocurrency awareness and social norms on the willingness to accept and use cryptocurrencies. The study also analysed whether these relationships are mediated by variables such as perceived ease of use, perceived usefulness, and autonomous motivation, and whether they are moderated by trust in cryptocurrencies, which may either strengthen or weaken these relationships. Among the three considered mediators, only the effect of autonomous motivation proved to be statistically significant. The influence of social norms on cryptocurrency adoption was confirmed, though without mediation by other variables. The role of trust in cryptocurrencies was only partially supported, specifically its moderating effect on the relationship between awareness and perceived ease of use. Other interaction effects were not statistically significant. The findings contribute to a better understanding of Generation Y’s consumer behaviour and its impact on the adoption of cryptocurrencies.