Crypto apps: How user perceptions shape continued usage?

Yohanes Ferry Cahaya (Department of Master of Management, Postgraduate Program, Universitas Dirgantara Marsekal Suryadarma, Jakarta, Indonesia)
Sungkono Sungkono (Industrial Engineering Department, Faculty of Aerospace and Industrial Engineering, Universitas Dirgantara Marsekal Suryadarma, Jakarta, Indonesia)
Ovalia Rukmana (Department of Management, Faculty of Economics and Business, Perbanas Institute, Jakarta, Indonesia)
Jakia Rajoana (Department of Business Management & Enterprise, Undergraduate Courses, Teesside University, Middlesbrough, United Kingdom)
Anita Setyarachma (Department of Management, Faculty of Economics and Business, Perbanas Institute, Jakarta, Indonesia)
Johan Hendri Prasetyo (Department of Digital Business, Faculty of Economics and Business, Universitas Nusa Mandiri, Jakarta, Indonesia)
Eddy Setyanto (Depertment of Management, Sekolah Tinggi Ilmu Ekonomi Tri Bhakti, Bekasi, Indonesia)

Jurnal Manajemen dan Pemasaran Jasa
Vol. 17 No. 2 (2024): September

This study aims to understand and analyze how user perceptions shape sustainable usage in Crypto apps, a group of cryptocurrency exchange platforms based in Indonesia that facilitate buying, selling, and trading various digital assets. Utilizing a quantitative-causal approach, questionnaires were distributed to 245 users of several Crypto Apps in Indonesia, such as Tokocrypto, Indodax, Pintu, Rekeningku, Triv, Koinku, Upbit Indonesia, Bitocto, Zipmex, IDEX, Pluto, and Bechipin, to gather data. This study is grounded in the technology acceptance model (TAM), which postulates that perceived usefulness and ease of use significantly influence users' attitudes and behavioral intentions toward technology adoption. By applying TAM, the research seeks to identify the key factors driving sustainable usage of Crypto apps. The collected data was analyzed using SEM-PLS to examine the hypotheses. The results indicate that perceived usefulness and ease of use positively impact consumer attitudes and intention to continue using the platform. However, consumer attitude does not directly impact continuance intention and does not serve as a mediating factor. These findings hold practical implications for Crypto apps, suggesting the need to improve service quality and application features to maintain user loyalty. Moreover, the study contributes theoretically to understanding the factors influencing users’ intentions to use cryptocurrency applications. In summary, users’ perceptions of the application's benefits and ease of use significantly shape their attitudes and intentions to continue using Crypto apps.