了解体育非固定电话持有者和非持有者的动机和消费行为:Kbollect 案例研究

Min Jin Park, J. Lucy Lee
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引用次数: 0

摘要

本文的目的是:(1)研究拥有体育NFT的主要动机;(2)研究这些动机对NFT持有者和非持有者的球迷对运动队的消费行为的影响,并研究NFT持有者和非持有者之间是否存在差异。通过使用 nCoder 进行主题内容分析,对数据进行了分析。研究结果确定了五种共同动机--经济回报、排他性、享乐动机、归属感和努力期望。对于体育 NFT 持有者和非持有者而言,经济回报是最具影响力的动机。无论体育迷是否拥有体育非营利组织,他们都表示拥有体育非营利组织会强化他们的消费行为。研究局限/意义研究结果向学者和从业人员表明,体育非营利组织主要作为一种营销工具,而不是一种可行的投资手段。这一观点的成立取决于两个条件:第一,减少非体育类非广电总局持有者获得体育类非广电总局的技术障碍;第二,为体育类非广电总局持有者提供更多可感知、可实现的优势。原创性/价值作者试图提供对体育NFT持有者和非体育NFT持有者最具影响力的动机。预计这些动机将影响球迷对运动队的行为,可能会导致更多的参与,如更高的比赛收视率、更多的活动出席率和更大的购买球队商品的可能性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect

Purpose

The purposes of the paper were (1) to examine the primary motives for owning sports NFTs and (2) to investigate their influence on fan consumption behavior toward sports teams for NFT-holders and non-holders and to examine whether any difference between NFT-holders and non-holders existed.

Design/methodology/approach

A qualitative case study approach of both individual and focus group interviews was used to identify major motives for the ownership of NFTs for sports NFT-holders and non-holders of Kbollect in particular. Data were analyzed through a thematic content analysis utilizing nCoder.

Findings

Five common motives – financial rewards, exclusivity, hedonic motivation, sense of belonging and effort expectancy – were identified. For both sport NFT-holders and non-holders, financial rewards were the most influential motive. Whether sports fans own sports NFTs or not, they all indicated that ownership of sports NFTs would reinforce their consumption behavior.

Research limitations/implications

The findings suggest to scholars and practitioners that sports NFTs primarily serve as a marketing tool, rather than constituting a viable means of investment. This observation holds true contingent upon two conditions: first, the reduction of technological barriers for non-sports NFT holders in acquiring sports NFTs; second, the provision of more palpable and attainable advantages for sport NFT-holders. Additionally, for existing NFT-holders, providing strategies to ensure a sense of belonging to the NFTs community would be beneficial.

Originality/value

The authors attempted to provide the most influential motives for sport NFT-holders and non-holders of sports NFTs. It was anticipated that these motives to influence fan behavior towards the sports team, possibly leading to increased engagement like higher game viewership, greater event attendance and a greater likelihood of buying team merchandise.

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