Deciphering Investor Adoption of Digital Gold: A UTAUT Model Perspective

Abstract

Purpose: The advent of the digital revolution in the gold market has given rise to digital gold as a viable investment avenue. When juxtaposed with traditional physical investments, gold exhibits significantly greater potential for generating returns compared to other asset types. As gold is a haven for political risk, economic risk, and war, to hedge and reduce risks from other investments, this study was focused mainly on to assess the factors affecting individual investor’s behaviour intention to invest in digital gold. Based on the unified theory of acceptance and use of technology (UTAUT) model this study contended that performance expectancy, effort expectancy, social influence and facilitating condition influence their intention to invest in digital gold. The findings revealed that. Research design, data and methodology: A self-administered questionnaire was developed and distributed online, yielding a total of 200 responses, which were analyzed using structural equation modelling. Results: The findings revealed that performance expectancy and facilitating condition significantly affect the behaviour intention of investor investing in digital gold.