Why do people purchase NFTs? An empirical study of perceived values of digital assets

Tutkimustuotos: AbstraktiScientific


With the technological development of VR (virtual reality), XR (extended reality), metaverse, and Fintech, the virtual economy has entered into the next stage regarding transaction content and means from physical to virtual. People can purchase all kinds of virtual and crypto assets including via NFT platforms. The majority of NFTs are represented by different forms of digital arts and purchased via cryptocurrencies. However, the motivation and intention of purchasing and trading NFT art are still unknown in the existing literature. Therefore, this study aims to fill the research gap regarding purchase intention towards digital assets by investigating different dimensions of perceived values of NFT art including general aspects (e.g., economic and emotional), NFT-related aspects (e.g., security and uniqueness) and art-related aspects (e.g., rarity and novelty). An online survey (N≥200) will be conducted among the buyers of NFT art assets on NFT marketplaces e.g., OpenSea. The findings based on structural equation modeling (SEM) analysis will make considerable research contributions by enriching the literature on digital asset purchases and consumer values. As well as provide valuable practical implications for artists to generate creative inspirations and optimize their marketing strategies to attract more consumers.
TilaJulkaistu - 2023
OKM-julkaisutyyppiEi OKM-tyyppiä
TapahtumaResponsible Business Research Seminar 2023 - Tampere University, Tampere, Suomi
Kesto: 15 maalisk. 202316 maalisk. 2023


ConferenceResponsible Business Research Seminar 2023


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