Virtual currencies: different schemes and research opportunities
将虚拟货币分为三种方案，分析影响消费者使用这些新支付方式的因素，为营销研究者提供研究框架和具体问题。
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.