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Virtual currencies: different schemes and research opportunities
Gianluca Scheidegger1, Priya Raghubir2
1Institute of Retail Management, University of St. Gallen, St. Gallen, Switzerland.
Abstract:
The digitization of money has led to the emergence of numerous virtual currencies. Despite their great financial relevance, virtual currencies have not received much attention in marketing research. We classify virtual currencies into three different schemes and highlight potential factors that influence consumer behavior related to these new payment methods. This article provides marketing researchers with a research framework as well as specific research questions to initiate discussions and future research on this novel topic.
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