1. Government policies and regulation (sometimes banning of bitcoin), like Russia, India, S. Korea and others.
2. News and media sites ( closing of related bitcoin site and hacking like $60m cryptocurrency hacked https://www.wikitribune.com/story/2017/12/11/technology/nicehash-ceo-speaks-out-after-60m-cryptocurrency-hack/27212/
3. Intended market manipulation. Some player buy large amount of bitcoin it causes the bitcoin rise in the market.
4. Limited supply of bitcoin not more than 21M tokens, in high demand.
5 Other policy of central bank.
This is few reason why bitcoin alter rapidly.
So the market is dependant of its demand and this is the controlling factor, besides this the negative and positive speculations also affect the Bitcoin’s market.