CRYPTOCURRENCY ADOPTION, INVESTMENT DECISION, AND CUSTOMER SATISFACTION IN VIETNAM

This study investigates the effect of behavioral intention factors on cryptocurrency adoption in Vietnam, with the mediating role of customer satisfaction. The data were collected through a structured questionnaire from 209 Vietnamese respondents, including cryptocurrency users, investors, and finance-related participants. By utilizing PLS-SEM, the results show that transparency, attitude, and price value significantly enhanced customer satisfaction, while social influence, novelty, and traceability did not have significant effects. These findings suggest that users tend to place greater importance on practical value and their personal assessment of cryptocurrency than on external influence or technological features alone. Customer satisfaction positively impacts cryptocurrency adoption and mediates the effects of transparency, attitude, and price value. The findings highlight customer satisfaction as an important mechanism in explaining cryptocurrency adoption in the Vietnamese context. Vietnamese users may rely more on their own evaluations and experiences than on social pressure or the novelty of cryptocurrency. This also indicates that improving users’ overall experience may play an important role in turning favorable perceptions into actual adoption behavior.