Abstract

Interest in Bitcoin and blockchain technology has increased significantly in recent years, especially among investors who view Bitcoin as an alternative asset. This study aims to test the relationship between technology acceptance factors and investment decisions in Bitcoin of Thai investors focus the southern region of Thailand. This is a quantitative research study conducted through a survey of 400 Bitcoin investors, sampled primarily through online social networks using a closed-ended questionnaire. The study examines five technology acceptance factors: performance expectancy, effort expectancy, perceived risk, social influence, and facilitating conditions that may affect investment decisions in Bitcoin. The study found that the sample group had a high level of acceptance of Bitcoin in all areas and had a significant correlation with investment decisions in Bitcoin overall, which is statistically significant at 0.05. However, when considering the influence of technology acceptance factors that affect investment decisions in Bitcoin, it was found that there were 4 statistically significant factors at the 0.05 level of significance, including performance expectancy, effort expectancy, perceived risk, and facilitating conditions. Among these factors, the performance expectancy had the most effect on investment decisions in Bitcoin among investors in the southern region of Thailand. These study results reflect the confidence of investors in the southern region of Thailand in investing in Bitcoin, and it is an opportunity for both the public and private sectors to collaborate to promote the development of digital currencies systems in Thailand to become the center of the digital asset economy system in the region.