The Rise of the Non-Fungible Token (NFT) Market in Turkey: The Effect of Social Media Interaction and the Need for Uniqueness on NFT Purchase Intention*

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2022-11-28 DOI:10.1515/roms-2022-0065

Ibrahim Halil Efendioglu

引用次数: 3

Abstract

Abstract With the spread of crypto assets, Non-Fungible Token (NFT) technology has become more and more discussed on social media platforms. The idea of uniqueness is in the background of the NFT technology used to make digital assets tradable and registerable. This study investigates the effect of consumers’ social media interaction and the need for uniqueness on NFT purchase intention. The research data was collected from 488 consumers who follow NFT purchasing sites. The results highlight the critical role of the need for uniqueness to leverage the NFT purchase intention. Analyzes were made with SPSS and AMOS statistical package programs. The validity and reliability of the scales used were tested and found to have acceptable values. The study tested possible cause-and-effect relationships between all variables using structural equation modeling. According to the findings, social media interaction, creative choice, unpopular choice, and similarity avoidance positively and significantly affected purchasing intention.

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土耳其非可替代代币（NFT）市场的兴起：社交媒体互动和独特性需求对NFT购买意愿的影响*

随着加密资产的普及，非可替换代币(Non-Fungible Token, NFT)技术在社交媒体平台上受到越来越多的讨论。唯一性的概念是在用于使数字资产可交易和可注册的NFT技术的背景下产生的。本研究探讨了消费者社交媒体互动和独特性需求对NFT购买意愿的影响。研究数据收集自关注NFT购物网站的488名消费者。研究结果强调了独特性需求对NFT购买意愿的关键作用。采用SPSS和AMOS统计软件包进行分析。所使用的量表的有效性和可靠性进行了测试，发现具有可接受的值。该研究使用结构方程模型测试了所有变量之间可能的因果关系。研究发现，社交媒体互动、创造性选择、不受欢迎的选择和相似性回避对购买意愿有积极而显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.