NFT Fashion Characteristics and Consumer Purchase Behavior : Creating Various Value in a New Fashion Paradigm

Abstract

This study explores how the characteristics of Non-Fungible Tokens (NFTs)—authenticity, rarity, and inter- activity—affect consumers' perceptions of emotional, functional, social, economic, and intellectual value and whether these types of perceived value influence potential purchasing behavior. A survey was conducted using a sample of 300 Korean consumers, aged from their teens to 50s, with experience using the Metaverse. The questionnaire, adapted from validated measures in previous studies, employed a 7-point Likert scale to assess these perceptions. The analysis involved descriptive statistics, factor analysis, correlation analysis, and regression analysis via IBM SPSS 25. The results revealed that rarity and interactivity significantly enhance emotional value, while authenticity, rarity, and interactivity strongly correlate with functional, social, economic, and intellectual value. Moreover, they showed that emotional and social value are pivotal in predicting purchasing behavior. These findings suggest strategic directions for leveraging NFTs in consumer engagement and value creation.