Determinants of Cryptocurrency Investment Decision: Integrating Behavioural and Technology Perspectives

The rapid rise in cryptocurrency presents both opportunities and challenges for retail investors due to its volatility and technological complexity. Research on investment decisions has primarily focused on behavioural finance, often overlooking how learning and literacy shape investor actions. This study addresses this gap by examining how herding behaviour, financial literacy, and digital literacy impact cryptocurrency investment decisions. Grounded in Social Learning Theory and supported by UTAUT to operationalise digital literacy, this study examines how herding behaviour, financial literacy, and digital literacy shape cryptocurrency investment decisions. We analyse survey data from 138 Indonesian retail investors through PLS-SEM. Key findings show that financial literacy (β = 0.443, t = 5.041) and digital literacy (β = 0.495, t = 4.246) are primary determinants of investment decisions, while herding behaviour (β = 0.016, t = 0.628) does not directly influence them but does so indirectly by enhancing investor literacy. This demonstrates that social observation and learning can convert herd-driven impulses into rational choices when mediated by literacy. By extending Social Learning Theory into digital investment contexts, this study provides insights for investors and policymakers seeking to enhance financial and digital literacy.