Analýza nákupního chování spotřebitelů na trhu kryptoměn v ČR

Abstract

The aim of the thesis is to characterize consumer behavior on the cryptocurrency market in the Czech Republic. To find out for what reasons consumers decided to enter this market and how much money they invested in it. What does the cryptocurrency portfolio look like and whether there is a link between the individual factors and the total amount of money in cryptocurrencies. For the purpose of the thesis, an online questionnaire was distributed to cryptocurrency owners. Specifically, this included Facebook groups and online forums where these respondents were present. A total of 123 responses were collected and analyzed using Excel and SPSS. Contingency tables were used to identify individual factors that characterize the respondents. Correlation tests then tested the hypotheses, which focused on the total amount invested in cryptocurrencies. The average respondent is a male under the age of thirty with a college degree. Trust in cryptocurrencies is high and has an impact on the total amount invested. However, the amount invested does not correlate with the willingness to hold cryptocurrencies long-term. The results show that cryptocurrencies are primarily used, according to the respondents, as an investment tool rather than a currency of exchange.