What's behind the jpg? Understanding consumer adoption of non-fungible tokens

IF 8.6 2区 管理学 Q1 BUSINESS
Elías Vega, Carmen Camarero
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引用次数: 0

Abstract

NFTs, or non-fungible tokens (NFTs), are a new form of ownership registration based on blockchain technology that allows digital assets to be exchanged with guarantees of ownership and originality of the artwork involved. This has boosted the trade of these assets and companies have been quick to incorporate NFTs into their marketing strategy, either with their own tokens or by collaborating with established companies in the metaverse. Building on the frameworks of the unified theory of acceptance and use of technology 2 (UTAUT2), this study contributes to the literature by analysing the determinants of individuals' adoption of NFTs through two studies. Study 1 relies on qualitative interviews with technology insiders to provide initial insights into these determinants. Study 2 tests the hypotheses developed and compares the results between non-buyers and buyers in order to analyse the intention to purchase and repurchase NFTs. This study contributes to the UTAUT2 with two new individual-specific variables of interest for the adoption of this type of product: social capital, and the fear of missing out. Finally, this study concludes with guidelines for companies on how they can use NFTs in their marketing campaigns.

Abstract Image

代币背后是什么?了解消费者采用不可兑换代币的情况
NFT 或不可篡改代币(NFT)是一种基于区块链技术的所有权登记新形式,可以在保证所有权和相关艺术品原创性的情况下交换数字资产。这促进了这些资产的交易,各公司也迅速将 NFTs 纳入其营销战略,或推出自己的代币,或与元宇宙中的知名公司合作。本研究以技术接受和使用统一理论2(UTAUT2)的框架为基础,通过两项研究分析个人采用 NFT 的决定因素,为相关文献做出贡献。研究 1 依靠对技术业内人士的定性访谈来初步了解这些决定因素。研究 2 检验了提出的假设,并比较了非购买者和购买者的结果,以分析购买和再购买 NFT 的意向。本研究为UTAUT2提供了两个新的个人特定变量,这两个变量对采用此类产品具有重要意义:社会资本和害怕错过。最后,本研究为企业如何在营销活动中使用 NFT 提供了指导。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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