消费者为何购买运动型非轮胎橡胶?- 解码驱动购买意向的消费者价值和需求

Joern Schlimm, Sebastiano Mereu, Christoph Breuer
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引用次数: 0

摘要

目的过去几年来,不可兑换代币(NFT)在体育产业中引发了越来越多的兴趣。NFT 是使用区块链技术验证的独特数字资产。每个 NFT 都有区别于其他代币的独特标识符,记录了其独特性和所有权。NFT 通过新颖的产品(如可在专用平台上拥有和交易的数字收藏品)创造收入,有望带来创新增长机会。尽管前景广阔,但目前似乎还不清楚体育 NFT 应如何设计,应提供哪些功能才能符合消费者的价值观,有效满足他们的需求,并最终推动购买意向。因此,本研究将尝试回答以下研究问题:哪些消费者价值观和消费者需求会对体育 NFT 的 PI 产生积极影响?为了填补目前的文献空白并回答研究问题,本文采用结构方程建模法探讨了消费者价值观和消费者需求或愿望对体育 NFT 购买意向的影响。研究结果本研究结果表明,社会需求或愿望(SNW)对购买意向的影响最大,对体验性和功能性需求或愿望的影响也最大。因此,NFT 应具备促进社区、互动以及与其他球队或运动员支持者联系的特点,同时增强消费者的整体体验。将这些元素融入到未来的 NFT 中,可以帮助体育组织挖掘消费者的社交 SNW,为支持者社区提供联系、互动和集体体验的机会。有可能使用体育场内的实际调查和专门针对婴儿潮一代的其他研究可能会揭示他们的特殊价值观、需求或愿望以及对体育 NFT 购买意向的影响。此外,由于研究只包括 18 岁及以上的受访者,因此从统计上看,Z 世代受访者在样本中的代表性可能不足。因此,调查明确排除了 2006 年 3 月以后出生、在研究期间尚未成年的 Z 世代。由于数据收集方法是基于便利抽样,因此结果应谨慎适用于运动队或运动员支持者群体,可能不具有代表性。实际意义体育组织和营销人员可以利用本研究中发现的 SNW 的强大影响力,对其 NFT 组合进行相应的定位。利用运动员本人或其他有影响力的人作为产品代言人可能会引发消费者的购买意向。此外,至关重要的是,对消费者具有强大影响力的社交媒介,如家人、朋友、同事和其他团队支持者拥有或推广 NFT。营销人员可以通过鼓励推荐、评论和用户生成的内容来展示 NFT 如何对他人产生积极影响,从而支持这一采用过程。作为第一步,在支持者中达到采用的临界质量将最终影响消费者满足 ENW 和 FNW 的愿望。然后,消费者可能会认识到使用网络福特汽车的好处,即提升他们的整体消费体验,使他们的生活更轻松,例如,将网络福特汽车作为季票使用,或收集他们日后可兑换的忠诚度积分。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention

Purpose

Over the past years, non-fungible tokens (NFTs) have sparked growing interest in the sport industry. NFTs are unique digital assets verified using blockchain technology. Each NFT has a distinct identifier that sets it apart from other tokens, documenting its uniqueness and ownership. NFTs promise innovative growth opportunities by generating revenue via novel products such as digital collectibles which can be owned and traded on dedicated platforms. Despite this promising outlook, it currently seems unclear how sports NFTs should be designed and which features they should offer to align with consumer values, effectively meet their needs and ultimately drive Purchase Intention. This study will therefore attempt to answer the following research question: Which consumer values and consumer needs have a positive impact on PI of sports NFTs? Based on the results, the study seeks to offer advice on concrete characteristics sports NFTs should possess in order to foster mainstream adoption.

Design/methodology/approach

To address the current gap in the literature and provide an answer to the research question, this paper uses structural equation modelling exploring the impact of consumer values and consumer needs or wants on purchase intention regarding sports NFTs.

Findings

The results of this study indicate that social needs or wants (SNW) have the strongest impact on purchase intention, as well as on experiential and functional needs or wants. NFTs should therefore possess characteristics that foster community, interaction and connection with other team or athlete supporters while enhancing the overall consumer experience. Incorporating these elements into future NFTs can help sports organizations tap into the social SNW of consumers by providing opportunities for connection, interaction and collective experiences within supporter communities.

Research limitations/implications

Due to the low response rate of Baby Boomers, the results of the study cannot be applied to this cohort. Additional research, potentially using physical in-stadium surveys and targeted specifically at the BB cohort may shed light on their particular values, needs or wants and impact on sports NFT purchase intention. Moreover, Generation Z respondents may statistically be underrepresented in the sample due to the fact that only respondents aged 18 and older were included in the study. Hence, the part of Generation Z, which was born after March 2006 and had not yet come of age at the time of this research, was explicitly excluded from the survey. Results should be applied carefully to the population of sports team or athlete supporters due to the method of data collection which was based on convenience sampling and may therefore not be representative. Since the survey was exclusively administered online, people with no Internet access are not represented in this research.

Practical implications

Sports organizations and marketers can leverage the strong impact of SNW identified in this study to position their NFT portfolio accordingly. Using athletes themselves or other influencers as product ambassadors may trigger purchase intention of consumers. Additionally, it is crucial that socializing agents, such as family, friends, colleagues and other team supporters with a strong influence on consumers own or promote NFTs. Marketers can support this adoption process by encouraging testimonials, reviews and user-generated content that showcase how NFTs have positively impacted others. Reaching a critical mass of adoption among supporters as a first step will ultimately impact consumers’ desire to satisfy ENW and FNW as well. Consumers may then recognize the benefits of using NFTs to enhance their overall consumer experience and to make their lives easier, for instance by using NFTs as season tickets or to collect loyalty points they can redeem later.

Originality/value

This study is the first attempt to determine the relationship between consumer values, consumers’ needs or wants and their impact on purchase intention regarding sports NFTs.

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