World Education Connect Multidisciplinary e-Publication, Vol. VI, Issue VIII (August 2026), pp.127-137
Timothy Owen Q. Yap, MBA
ABSTRACT
Cryptocurrencies are digital currencies emerging worldwide, with Bitcoin being the most well-known. The current study aimed to analyze the effect of Bitcoin awareness on Bitcoin adoption intention among online millennials who work as freelancers in Metro Manila. In addition, social influence and habit served as mediators. The study was conducted using a quantitative descriptive research design where data were gathered through purposive sampling from 402 respondents, aged 29-44 years old and actively using financial apps such as GCash and Maya. Data analysis was done using Partial Least Square Structural Equation Modeling (PLS-SEM).
The results show high awareness of Bitcoin, social influence, FinTech habit, and adoption intention of the respondents. The awareness of Bitcoin exerts significant and positive effects on social influence, FinTech habit, and adoption intention. Social influence and FinTech habit significantly and positively affect adoption intention and partially mediate the effect of Bitcoin awareness on adoption intention.
The results indicate that the adoption of cryptocurrency not only depends on awareness but also largely depends on the social context and digital financial habit of the individual. This study will contribute to the literature in terms of cryptocurrency adoption by millennials in the Philippines.
Keywords: bitcoin awareness, bitcoin adoption, social influence, habit, online freelancers
https://zenodo.org/records/21992012
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