The Effects of NFT Properties on Consumer Purchase Intention: Mediating Role of Consumer Pursuit

• 영문명: The Effects of NFT Properties on Consumer Purchase Intention: Mediating Role of Consumer Pursuit
• 발행기관: 한양대학교 유럽-아프리카연구소
• 저자명: Seung-Ri Hong Han-Na Song Bo-Kyung Kim Ye-Jin Oh Seo-Yeon Lim Woo-Hyuk Kim
• 간행물 정보: 『글로벌 거버넌스와 문화』제4권 제1호, 79~97쪽, 전체 19쪽
• 주제분류: 사회과학 > 정책학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

The purpose of this study is to investigate the relationship between the attributes of NFT, consumer purchase intention, and individual pursuit value. To achieve this purpose, frequency analysis, correlation analysis, and multiple regression analysis were conducted through SPSS 26.0 based on data from 300 people with experience in using NFT. It was found that NFT attributes affected NFT purchase intention to purchase. In other words, stability, profitability, appearance, and scarcity, which were analyzed as NFT attributes, were found to have a significant positive (+) effect on NFT purchase intention. These research results suggest that marketing significance can be aroused when marketing using NFT is conducted in the future.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Methods

Ⅳ. Results

Ⅴ. Conclusions and Implications

References

키워드

NFT Consumer Purchase Intention Pursuit Value