Digital Luxury in the Metaverse: How Non‐fungible Tokens Shape Resistance to Negative Information and Brand Purchase Intention

Abstract

ABSTRACT As digital environments continue to expand and blockchain technology advances, luxury brands are increasingly focusing on enhancing brand value and communication with consumers through digital assets within the metaverse. Drawing on value–attitude–behavior (VAB) theory, this study examines how luxury brands are leveraging non‐fungible tokens (NFTs) in the metaverse to influence consumer attitudes and behaviors, particularly resistance to negative information and brand purchase intention. In Study 1, 519 metaverse users were surveyed to empirically test the relationships between NFT attributes, value perceptions, brand attitudes, and consumer behavior. In Study 2, a second survey was conducted with 286 luxury consumers to compare the brand purchasing experience. We find that NFT attributes—namely, authenticity and scarcity—positively impact value perceptions, while hedonic, social, and epistemic value positively affect brand attitude, resistance to negative information, and brand purchase intention in the physical world. Finally, we provide strategic insights for luxury brands seeking to enhance consumer engagement in digital environments.