The first commercial transaction with the first cryptocurrency in 2010 marked the start of a revolution in transactions. Blockchain and cryptocurrencies will dramatically transform how we do transactions, just as the Internet revolutionized how we communicate. Currently, more than 2,000 cryptocurrencies are quoted on the market, and many more are being launched in initial coin offerings for use as an exchange method in a specific business ecosystem or as rights to assets or liabilities. As an emerging fintech, cryptocurrencies open up many opportunities, but they also pose significant challenges and limitations. This paper analyzes the key factors for the successful development of a cryptocurrency from a consumer-behavior perspective. Using a technology acceptance theoretical framework, we test a model able to explain almost 85% of the intention to use cryptocurrencies. Surprisingly, risk was not a significant factor. This could be because most of the respondents considered operating with cryptocurrencies to be risky; the lack of variability in their responses to the questions about perceived risk would explain this lack of explanatory power. However, willingness to manage cryptocurrency risk could be a precondition for adoption. The performance expectancy for a given cryptocurrency was the most important factor for its success. The research was conducted in Spain with college-educated adults with basic knowledge of the Internet.

This paper assesses the variables influencing the expansion of cryptocurrency (crypto for short) use in households. To carry on the study we apply a consumer-behavior focus and so-called fuzzy set Qualitative Comparative Analysis (fsQCA). In a previous research, that was grounded on Unified Theory of Acceptance and Use of Technology (UTAUT) and Partial Least Squares (PLS), we found that main factors to explain the intention to use of cryptos by individuals were performance expectancy (in fact, it was the main factor), effort expectancy and facilitating conditions. We did not found evidences about the relevance of social influence, perceived risk and financial literacy. This study revisits these results by applying fsQCA instead PLS. Empirical research on factors influencing cryto use is relatively scarce due to the novelty of blockchain techs, so the present paper expands the literature on this topic by using an original analytical tool in this context. The main contribution of this paper consists in showing empirically that fsQCA provides a complementary and enriching perspective to interpret data about the use of cryptos. We obtain again that the most relevant factor to explain the intention of using cryptocurrencies is perceived expectancy and that also effort expectancy and facilitation conditions are relevant. But also fsQCA has allowed us discovering that despite social influence, perceived risk and financial literacy were not significant in the PLS model, they impact on the intention to use cryptocurrencies when are combined with other factors. Social influence acts as an “enable factor” for the rest of explanatory variables and it is linked positively with intention to use cryptos. Also financial literacy is relevant because its lack is a sufficient condition for the non-acceptance of that blockchain tech. Likewise we have checked that perceived risk influences the intention of using cryptos. However, this influence may be positive or negative depending of the circumstances.

Price, service-quality expectations and emotions have all been found to play a key role in customers’ assessments of offers, but little attention has been given to how these variables interrelate. This article presents an original model to study these interrelations. The model was tested on a sample of 841 hotel customers using structural equation modelling. The results show that the stronger the customers’ emotions, the more likely they were to perceive the product as cheap and the higher their predictive expectations of service quality. Additionally, although the observed price level influenced customers’ predictive expectations, the perception of a product as expensive or cheap did not. These findings have important business implications.