The fast-growing cryptocurrency sector presents both challenges and opportunities for businesses and consumers alike. This study investigates the knowledge, expertise, and buying habits of people who shop using cryptocurrencies. Our survey of 516 participants shows that knowledge levels vary from beginners to experts. Interestingly, a segment of respondents, nearly 30%, showed high purchase frequency despite their limited knowledge. Regression analyses indicated that while domain knowledge plays a role, it only accounts for 11.6% of the factors affecting purchasing frequency. A K-means cluster analysis further segmented the respondents into three distinct groups, each having unique knowledge levels and purchasing tendencies. These results challenge the conventional idea linking extensive knowledge to increased cryptocurrency usage, suggesting other factors at play. Understanding this varying crypto-shopper demographic is pivotal for businesses, emphasizing the need for tailored strategies and user-friendly experiences. This study offers insights into current crypto-shopping behaviors and discusses future research exploring the broader impacts and potential shifts in the crypto-consumer landscape.

翻译：快速发展的加密货币领域为企业和消费者带来了挑战与机遇。本研究调查了使用加密货币购物人群的知识水平、专业能力及购买习惯。我们对516名参与者进行的调查显示，其知识水平从初学者到专家不等。有趣的是，近30%的受访者尽管知识有限，却表现出较高的购买频率。回归分析表明，虽然领域知识具有一定作用，但其仅能解释影响购买频率因素的11.6%。K-means聚类分析进一步将受访者划分为三个具有独特知识水平和购买倾向的群体。这些结果挑战了将广泛知识与加密货币使用增加相关联的传统观点，暗示了其他影响因素的存在。理解这种差异化的加密货币购物者群体对企业至关重要，强调了定制化策略和用户友好型体验的必要性。本研究为当前加密货币购物行为提供了见解，并探讨了未来研究探索加密货币消费格局更广泛影响及潜在转变的方向。