Validation of Factors Influencing Intentions for Altcoin Investment: Focused on UTAUT Model

Purpose: The purpose of research is to explore the factors influencing the intention to adopt altcoin investments, based on the Unified Theory of Acceptance and Use of Technology. Through this, it seeks to elucidate the key factors impacting altcoin investment adoption, and provide a comprehensive understanding of the crypto-currency market and investor behavior.Methods: This study analyzed factors affecting altcoin investment intentions using frequency and descriptive analyses, and verified socio-demographic differences with t-tests and ANOVA. Exploratory factor and correlation analyses were conducted for research tool validity and relationship assessment among variables. Hypotheses were tested through regression analysis, integrating control, independent, and moderating variables, along with interaction terms, to establish the model and examine moderating effects.Results: As a result, it is revealed that higher age and experience in crypto-currency investment are associated with intention to invest. Among the independent variables, performance expectancy, social influence, facilitating conditions, and personal innovativeness have positive effects to investment intention to invest, while effort expectancy had a negative effect. The moderating variable, perceived risk, also negatively affected the intention to invest. Notably, significant moderating effects of perceived risk were observed in the relationships between investment intention and both performance expectancy and personal innovativeness.Conclusion: This study provides empirical verification into consumers' intentions to invest in altcoins, offering insights into investors' behavior and decision-making processes based on a practical understanding of altcoin investment acceptance.