Analysis of the Non-Fungible Token Set-up on 4V Theory Focusing on Global Luxury Brands

Abstract

Non-fungible token (NFT), as the most influential and representative assets in the metaverse and the brand market, have been used by several brands, thus resulting in the prevalence of NFT collection over the past few years, especially in the context of the metaverse.However, relevant research results have been rare.Some researchers merely conducted an objective study to investigate the artistic value of NFTs.Given that studying NFT collection bears significance to the society, the study analyzed the NFT of luxury brands based on the 4V theory collected data via questionnaire survey, and finally analyzed results using SPSS to verify the reliability of the analysis.It is concluded that the brand exhibits the characteristics of 4V theory in the design of the NFT digital collection.Brands designed using the 4V theory are able to communicate and broaden sensory experiences more effectively.Interaction between the brand and IP image adds sales paths and value, thereby enhancing brand interaction