How Does Consumer Self-Perception Affect the Artistic Value and Potential Behavioral Intention of NFT Fashion Products?

Abstract

Non-fungible token (NFT) product development is actively taking place in the fashion industry; consumer interest in NFT fashion products is increasing. This study aimed to develop a marketing strategy to enhance NFT fashion products’ artistic value. To this end, we investigated how consumer self-acceptance and self-esteem affect NFT fashion products’ artistic value, how this value affects consumers’ behavioral intentions, and whether entry-barrier factors have a moderating effect. A survey targeting 300 Korean consumers was conducted. A subsequent statistical analysis revealed that relatedness and hedonic motivation had a significant impact on NFT fashion products’ artistic value, while artistic value had a significant impact on consumers’ behavioral intentions. Additionally, uncertainty and costs associated with NFTs moderated the relationship between artistic value and behavioral intention. The consumer-perception factors that affect NFT fashion products’ artistic value and barriers to entry into the NFT market identified in this study can be used as basic data to develop marketing strategies for NFT fashion products.