From New to Pre-Loved: The Impact of Blockchain-enabled NFT Authentication on Warranting Value and Assurance in Luxury Markets

Abstract

This research explores the impact of Non-Fungible Token (NFT) authentication on purchase intention in new and pre-loved luxury markets, grounded in warranting theory and institution-based trust theory. Using a two-study online experimental design (Study 1: new luxury market, Study 2: pre-loved luxury market), both studies used a one-factor (NFT authentication) and two-level (yes or no) design and PROCESS macro Model 6 for serial mediation analysis. The results from Study 1 indicate that NFT authentication enhances purchase intention through increased warranting value and structural assurance. Study 2 confirmed these serial mediating effects and revealed a direct significant impact of NFT authentication in the pre-loved luxury market, which was not significant in the new luxury market. This study highlights the importance of NFT authentication in enhancing consumer trust and purchase intention in both new and pre-loved luxury markets.