ADOPTION OF CRYPTOCURRENCY, A NOVEL ENTRANT TO ASSET CLASS: MEASURING THE PERCEPTION OF MILLENNIALS

The cryptocurrency market in India grew to an overwhelming stature of USD 6.6 billion in May 2021 from USD 923 million in April 2020. Cryptocurrency adoption has increased 800% since last year, according to a report by Chainalysis. Crypto assets have emerged as a new asset class. Millennials are adopting cryptocurrency as an investment avenue due to its unprecedented price appreciation. This paper explores crypto adoption using Technology Acceptance Model. A quantitative methodology utilising surveys is adopted. The perception is measured on variables: usefulness, ease of use, and security. Self- administered questionnaires were distributed among 125 millennials for data collection. Respondents were selected based on their willingness to respond. Analysis reveals that Perceived Usefulness, Perceived Ease of Investing in Cryptocurrency, and Perceived risk have a significant effect on Behavioural intention to invest in cryptocurrencies. The contribution of this research paper will help the organisations understand the end-user perception towards cryptocurrency and factors impacting its adoption, which would further assist when offering cryptocurrency services to facilitate investment in it and other transactions