Document Type : Original Article
Authors
1 associate professore of economic faculty ,allameh tabataba;i university
2 Assistant Professor, Department of Business Economics, Economics, Allameh Tabataba'i University
3 M.A business econimic Allameh Tabataba,i University
Abstract
The rapid rise of digital currencies, most notably Bitcoin, has fundamentally reshaped global commerce, offering decentralized, secure, and efficient mechanisms for conducting financial transactions. This study investigates the specific impact of Bitcoin on e-commerce in Iran, focusing on key perceived factors such as trust and cybersecurity, and potential of e-commerce. The research aims to explore how Bitcoin's decentralized nature influences the perceived reliability of transactions, the perceived risks associated with cybersecurity, and the perceived potentials of e-commerce in Iran.
This study adopts a mixed-method approach, utilizing both quantitative surveys and qualitative interviews with key stakeholders in the Iranian e-commerce and cryptocurrency sectors. Over 100 participants actively involved in digital commerce were surveyed, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the relationships between Bitcoin adoption and perceived trust, security, potential of e-commerce. Findings reveal that not only using Bitcoin presents significant opportunities for enhancing trust and improving transaction efficiency, but also provides new potentials in terms of perceived cybersecurity and traditional e-commerce. These insights are crucial for businesses and policymakers in Iran seeking to navigate the complexities of integrating Bitcoin into the country’s burgeoning e-commerce sector.
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