Acknowledging the potential of NFTs (non-fungible tokens) to enhance consumer-brand relationships, major luxury fashion brands continue to enter the virtual NFT market, releasing exclusive collectibles. However, this emerging market poses unique challenges for luxury fashion brands in crafting virtual NFTs that successfully convey consistent and integrated brand meanings of luxury. Given the visually oriented nature of NFTs, this study aims to empirically examine how visual design features of virtual luxury NFTs, including brand visibility and visual quality, interact with perceived prototypicality of products (fashion NFTs vs. art NFTs) in generating consumers’ perceived essence of the brand, resulting in consumers’ purchase intention. This study enriches the understanding of how visual design features impact consumer perceptions and purchase intentions toward virtual luxury NFTs, identifying brand visibility, visual quality, and prototypicality as the critical factors.
Open access
Aesthetic Perception and Analysis
Consumer Behavior in Brand Consumption and Identification
With the development of digital technology, the fashion industry has also begun a digital transformation. Non-Fungible Token (NFT) clothing, as a new fashion trend, has always been a new direction pursued by brands. At the same time, the main group of consumers is also gradually shifting from the previous Generation Y to Generation Z. Generation Z is the future consumption potential group, they deserve brands to adjust their consumption strategies. By exploring the consumption behaviour of Generation Z and its attitude towards virtual fashion, this paper analyzed the fitness between NFT clothing and Generation Z. And it used the literature analysis method to analyze and summarize the papers related to virtual fashion, NFT clothing and the consumption view of Generation Z. Based on the result, it can be seen that the characteristics of NFT clothing are in line with the consumption psychology of Generation Z. Although NFT clothing is still in its early stage, it can be predicted that Generation Z will be the main consumer group of virtual fashion in the future based on their interest in virtual fashion. The future of brands focusing on NFT clothing is bright. By studying Generation Z consumption psychology, this paper hopes to contribute to brand marketing strategy for the future.
Open access
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification