Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty

Abstract

The explosive growth in the cryptocurrency industry has led to intense industry rivalry. With many crypto exchanges competing on price, they inadvertently enter into price wars, suppressing profit margins and firm sustainability. For this reason, a deeper understanding of the antecedents of price sensitivity is required to build pricing power and differentiate propositions in the market. Research on the factors that influence the fee sensitivity of crypto investors remains undiscovered. This quantitative study examined relationships and correlations among more than 100 crypto investors across South Africa, Nigeria, Kenya, Malaysia and Indonesia, focusing on the effects of perceived integrity, trust, and brand loyalty on their fee sensitivity to their primary crypto exchange. The study made three key academic contributions: First, that perceived integrity of the crypto exchange, despite the volatility of the crypto industry, is not a significant predictor of fee sensitivity. Second, that trust and brand loyalty do not significantly mediate the relationship between perceived integrity and fee sensitivity. Finally, the findings underscored the importance of brand loyalty in lowering sensitivity and increasing pricing power. Decision-makers at crypto exchanges should avoid price wars and focus on initiatives that build brand loyalty. Future research should consider the impact of national culture on fee.