Sehaj Preet Kaur, Richa Chaudhary, Rashmy Moray, Shikha Jain ยท 6 authors
No abstract is available for this record.
Follow blockchain research across journals, conferences, and preprint repositories.
51 results ยท page 1 of 3
Sehaj Preet Kaur, Richa Chaudhary, Rashmy Moray, Shikha Jain ยท 6 authors
No abstract is available for this record.
Vizeli Ibolya, MรณnikaโAnetta Alt, Zsuzsa Sฤplฤcan
This study provides a structured literature review of consumer behaviour in the metaverse, exploring motivations for metaverse use, adoption, avatar engagement, virtual goods purchases, non-fungible tokens (NFTs), and the impact of brand experiences on real-world product purchase intentions. For this purpose, a systematic review of peer-reviewed articles published over the past two decades was conducted. From an initial pool of 209 articles retrieved from electronic databases, 36 met the inclusion criteria and were thematically analysed. Key trends, knowledge gaps, and future research directions were identified. A novel adaptation of the engagement framework was proposed, categorizing consumer behaviour in the metaverse into three stages: pre-engagement, engagement, and post-engagement. The review reveals that Second Life is the most studied platform, with surveys being the predominant research method. Research has primarily focused on retail, fashion, and tourism, particularly virtual product purchases. Despite providing valuable insights, existing studies reveal substantial research gaps and limited theoretical development. The proposed framework organizes recurring themes and provides a foundation for future research, highlighting the need for empirical evidence to further advance the field. This study is one of the first to systematically review consumer behaviour research in the metaverse and propose a stage-based framework, contributing to theoretical understanding and offering structured directions for future empirical research. JEL Classification: M31; O32; Q55 Article History: Received: June 30, 2025; Reviewed: September 5, 2025; Accepted: September 22, 2025; Available online: September 29, 2025.
Yu Sun, So Jung Yun
Since 2020, the rapid expansion of the non-fungible token (NFT) market has transformed multiple industries, particularly fashion, as luxury brands integrate blockchain-based technologies into digital collectibles. Among the key adopters of fashion NFTs, Chinese male Generation Z consumers exhibit high digital literacy and speculative investment tendencies, making them a critical demographic in shaping NFT consumption trends. However, research on their decision-making processes, motivational drivers, and behavioral patterns remains scarce. This study employs qualitative research methods using grounded theory to explore the underlying mechanisms influencing Gen Z male consumersโ engagement with fashion NFTs. Findings reveal that perception of NFT featuresโincluding trend-driven exposure and cultural reliabilityโdirectly influences cognitive and emotional responses, particularly regarding financial considerations, risk perception, and gamification incentives. These responses, in turn, shape behavioral intentions and consumption patterns, such as strategic investment behavior and psychological engagement. Additionally, long-term impact and market exit strategies moderate the relationship between consumer perception, emotional responses, and purchasing behavior, influencing whether users sustain engagement or withdraw from the market. This study contributes to NFT consumer behavior research by extending perceived value theory and offering insights into market regulation, brand strategy, and consumer trust in digital assets.
Dayun Jeong, Young-Sam Kim
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 productsโ artistic value. To this end, we investigated how consumer self-acceptance and self-esteem affect NFT fashion productsโ artistic value, how this value affects consumersโ 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 productsโ artistic value, while artistic value had a significant impact on consumersโ 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 productsโ 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.
Dayun Jeong, Young-Sam Kim
This study explores how the characteristics of Non-Fungible Tokens (NFTs)โauthenticity, rarity, and inter- activityโaffect 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.
Jungkeun Kim, Areum Cho, Tae Hyun Baek, Jooyoung Park ยท 5 authors
No abstract is available for this record.
Kapil Kapoor, Priyank Gupta, Rahul Singh, Sachin Bhardwaj ยท 5 authors
In recent years, companies, consumers and the media have all shown an interest in cryptocurrency, most notably Bitcoin, which has led to significant investment. A cryptocurrency is a type of digital money that serves as an intermediate of trade. Even though lots of individuals are aware of Bitcoin, few use it. However, it is unclear what motivates customer adoption of the technology. Undoubtedly, the cryptocurrency market has split peopleโs views; while some want to learn more about it, others are totally against utilising this cutting-edge technology. The purpose of this study is to examine the factors influencing consumersโ satisfaction and perceptions of cryptocurrency. The following topics are essential to the study of cryptocurrency: (a) customer satisfaction and perception of cryptocurrency, (b) effort expectancy, (c) high transaction speed, (d) financial literacy, (e) performance expectation, (f) perceived value and (g) perceived usefulness. The recommended task is broken into three stages: The first step was to create a questionnaire that examined the satisfaction and perception of cryptocurrency on individuals of Uttar Pradesh. The information in the questionnaire was directly related to the cryptocurrency satisfaction of individuals in Uttar Pradesh. In the second step, the created questionnaire was sent to individuals in Uttar Pradesh. All of the questions in the survey are required to be completed. The comments of concerned persons are evaluated in the third phase. Measurement models and structural models were used to evaluate the data. The findings indicated that features like effort expectancy and perceived usefulness significantly impact the customer to utilise the cryptocurrency.
Soowan Kim, Byenghee Chang, Jong-Hwan Choi
์๋ก์ด ๋ฏธ๋์ด ๊ธฐ์ ์ด ํ์ฅ๋๋ฉด์ NFT(non-fungible token)์ ๋ํ ๊ด์ฌ๊ณผ ์์ฅ์ด ํ๋๋๊ณ ์๋ค. NFT๋ ๋ธ๋ก์ฒด์ธ ๊ธฐ์ ์ ๊ธฐ๋ฐ์ผ๋ก, ๋์งํธ ์์ฐ์ ์์ ๊ถ์ ์ฆ๋ช ํ๋ ๊ณ ์ ํ ํ ํฐ์ ์๋ฏธํ๋ค. ์ค๋ฌด์ ์ผ๋ก๋ ์์๊ณผ ์ฌ์ง, ๊ฒ์, ์์ ๋ฑ์ ์์ฅ์ ํญ๋๊ฒ ์ฐ์ด๊ณ ์๋ ์ํฉ์ด๋ค. ์ด์ ๋ณธ ์ฐ๊ตฌ๋ ์ ๊ธฐ์ ์ ๋ํ ๊ด์ฌ๋๊ฐ ๋์ ๋ํ์์ ๋์์ผ๋ก, NFT์ ๋ํ ๊ธฐ๋์ฑ๊ณผ์ ๊ตฌ๋งค์๋ ๋ฑ์ ์์๋ณด๊ณ ์ ํ๋ค. ๋ ๋ฆฝ๋ณ์ธ์ผ๋ก, NFT ํน์ฑ(ํ์์ฑ, ์ง๊ฐ๋ ์ํ, ์ง๊ฐ๋ ๋ณต์ก์ฑ), ์ฌํ์ ์ํฅ(FoMo, ์ฃผ๊ด์ ๊ท๋ฒ), ์ฌ์ฉ์ ํน์ฑ(์๊ธฐํจ๋ฅ๊ฐ, ํฌ์์ฑํฅ, ์์ ์)์ ์ค์ ํ๋ค. ๋งค๊ฐ๋ณ์ธ์ ์ฑ๊ณผ๊ธฐ๋, ์ข ์ ๋ณ์ธ์ ๊ตฌ๋งค์๋๋ฅผ ํฌ์ ํ๋ค. ๋ถ์๊ฒฐ๊ณผ, ์์ ์์ ์ฑ๊ณผ๊ธฐ๋์ ์ ์ (+) ์ํฅ์ ์ฃผ๋ ๊ฒ์ผ๋ก ํ์ธ๋์๋ค. ๋ณต์ก์ฑ์ ๊ตฌ๋งค์๋์ ๋ถ์ (-) ์ํฅ์ ์ฃผ์์์ด ๋ฐํ์ก๋ค. ์ฑ๊ณผ๊ธฐ๋์ ๋งค๊ฐํจ๊ณผ๋ ์์ ์์์๋ง ๋ํ๋ฌ๋ค. ์ด๋ฌํ ๊ฒฐ๊ณผ๋ฅผ ํตํด, ๋ณธ ์ฐ๊ตฌ๋ NFT์ ๊ธฐ์ ์ ๋์ด๋๋ฅผ ์ต์ํํ๊ณ , NFT ์์ ์ ๋ฐ๋ฅธ ํํ, ๊ฐ์น์ ํ์์ฑ์ ์ ์ํ๋ค.
Saem Nam, Seeun Kim
Abstract This study investigates the digital transformation trends in the Korean fashion industry over the past decade, focusing on business models, processes, services, products, and customers. Using bibliometric and big data analyses, we examined articles from journals listed on the Korea Citation Index (KCI) from 2014 to 2023. It was revealed that the five factors are not independent but are complementary and interconnected. Keyword frequency and network analysis revealed key themes, including the increasing influence of the metaverse on business models and the significance of โrecognitionโ in digital processes for fashion practitioners and designers. โHanbok,โ โNon-Fungible Token,โ โVirtual Reality,โ and โexperienceโ were notable in services, while โCOVID-19โ and โ3Dโ emerge as central product discussions. Consumer discussions highlighted โMillennials and generation Z,โ โexperience,โ and โvalue.โ This study provides a comprehensive overview of digital technologies in fashion, offering insights into current trends and future directions. It contributes to the theoretical understanding of digital transformation in fashion and offers practical guidance for industry professionals.
Sumaira Aslam, Muhammad Ussama Majeed, Zahid Hussain
Purpose: This paper investigates the impact of Non-fungible Tokens (NFTs), Metaverse Engagement (ME), and Digital Personalization (DP) on Brand Accessibility (BA) with a focus on the mediating role of Inclusive Brand Strategies (IBS). Methodology: A total of 256 participants from the Fashion retailing sector participated in the paper. Data analysis using SEM with the SMART-PLS tool using a purposive sampling strategy. Findings: NFTs, Metaverse Engagement and Digital Personalization all Significantly enhance Brand Accessibility. Furthermore, it was discovered that inclusive brand strategies mediate this link highlighting the significance of inclusive strategies in improving brand accessibility. Originality/Value: This paper adds to the growing body of knowledge about brand accessibility in modern technology. It gives brands looking to promote accessibility and inclusion into their online presence beneficial knowledge by looking at the significance of novel technologies and Inclusive tactics.
Hanna Lee, Md. Rafiqul Islam Rana, Yingjiao Xu
This is an accepted article with a DOI pre-assigned that is not yet published.Virtual luxury NFT (non-fungible tokens) wearables, introduced by luxury fashion brands, primarily represent digital versions of clothing and accessories minted as NFTs. While young consumers are the key consumer segment for virtual luxury NFTs, research fully investigating young consumersโ motivations to purchase virtual luxury NFTs are scarce and limited, with only a few investigating consumersโ general interest in fashion NFTs employing a qualitative approach or primarily focusing on economic or technical value of NFTs. Drawing from the Customer Value Framework (CVF), this study aims to investigate how multifaceted perceived values associated with luxury consumption and virtual product consumption influence the purchase attitude of young consumers and their willingness to purchase and pay price premiums for virtual luxury NFT wearables. Furthermore, this study explores the moderating effects of gender and income to account for variations in interests and knowledge among different demographic groups.
Mohammad Aloudat, Mahmoud Barhamgi, Elias Yaacoub
No abstract is available for this record.
yong-won kil
์ต๊ทผ P2E ๊ฒ์์ ๊ดํ ๊ฒ์๋ฌผ๊ด๋ฆฌ์์ํ์ ๋ฑ๊ธ๋ถ๋ฅ ์ทจ์ ์ฒ๋ถ ๋ฑ์ ์ ๋ฒ์ฑ ์ฌ๋ถ๊ฐ ๋ฒ์์์ ๋คํฌ์ด์ ธ ๊ด์ฌ์ด ์ง์ค๋ ๋ฐ ์๋ค. P2E ๊ฒ์์ธ ์ค์นด ์ดํผํ์ฌ์ โํ์ด๋ธ์คํ์ฆ for klaytnโ๊ณผ ๋ํธ๋ฆฌ์ค์ฌ์ โ๋ฌดํ๋ํ ์ผ๊ตญ์ง ๋ฆฌ๋ฒ์คโ์ ๋ํ ํ๊ฒฐ์ด ์๋ฐ๋ผ ๋์จ ๊ฒ์ด๋ค. ๊ฒ์์ฌ์ ๋ฑ๊ธ๋ถ๋ฅ๊ฒฐ์ ์ทจ์์ฒ ๋ถ ์ทจ์ ์ฒญ๊ตฌ๋ ๋ชจ๋ ๊ธฐ๊ฐ๋์์ง๋ง ๋ฒ์์ด ์ฒ์์ผ๋ก P2E ๊ฒ์์ ๊ฒ์์ฐ์ ๋ฒ ์๋ฐ ์ฌ๋ถ๋ฅผ ๊ฒํ ํ ์ ์์ ์๋ฏธ๊ฐ ์๊ณ , ์ ์ฌ๊ฑด์ ๋ฒ์ ์์ ๋ฑ์ ์ด ํ ๊ฒ์์ฐ์ ์งํฅ ๊ด๋ จ ์ ๋ฒ ๋ ผ์์์ ์ด๋ ํ ํํ๋ก๋ ์ํฅ์ ๋ฏธ์น ๊ฒ์ด ๋ค. ํนํ โํ์ด๋ธ์คํ์ฆ for klaytnโ์ ๊ฒ์์ ํตํด NFT๋ฅผ, โ๋ฌดํ๋ํ ์ผ๊ตญ ์ง ๋ฆฌ๋ฒ์คโ๋ ๋ฌด๋ํ ํฐ์ ๋ฐ์ ์ด๋ฅผ ํ๊ธํ ํ ์ ์๋ ๊ตฌ์กฐ๋ฅผ ๊ฐ๊ณ ์์ด ์ฌํ์ฑ์ ์กฐ์ฅํ๋ ๊ฒ์๋ฌผ์ธ์ง ์ฌ๋ถ๊ฐ ๋ฌธ์ ๋์๋ค. ์ด ์ค ์ผ๋ช ํ์ด๋ธ์คํ ์ฆ ํ๊ฒฐ์ ๊ฒฝ์ฐ NFT๋ฅผ ์ด์ฉํ์ฌ ๊ฒ์ ์์ดํ ์ ์์ฐํ ํ๋ ๊ฒ๊ณผ ๊ด๋ จํ ์ฌ NFT ๋ด์ง NFT๊ฐ ํ์ฒด๋ ์์ดํ ์ ์ฑ๊ฒฉ ๋ฑ์ ๋น๊ต์ ๊ตฌ์ฒด์ ์ผ๋ก ํ๋จ ํ๊ธฐ๋ ํ์๋ค. ์ด์ ๋๋ถ์ด NFT๊ฐ ๊ฒฐํฉ๋ ๊ฒ์๊ณผ ๊ด๋ จํ์ฌ ๋ช ํํ ๊ธฐ์ค ์ด ์ค์ ๋์ง ์์ ์ํฉ์์ ์ ๋ฌธ์ ยท๊ธฐ์ ์ ์ธ ์์ญ์ ์ํ๋ ๊ฒ์๋ฌผ์ ์ฌํ ์ฑ์ ๋ํ ๊ฒ์๋ฌผ๊ด๋ฆฌ์์ํ์ ํ๋จ์ฌ๋์ ์กด์ค๋ ํ์๊ฐ ์๋ค๊ณ ์๊ฒฌ์ ํผ๋ ฅํ๊ธฐ๋ ํ์๋ค. ๊ฒ์ ์ฐ์ ์ ๊ทธ๋์ ๋๋ถ์ ์ฑ์ฅ์ ํ์๊ณ ์ฐ๋ฆฌ๋๋ผ ๊ฒฝ์ ์ ๋ฏธ์น๋ ํจ๊ณผ ๋ ์๋นํ๋ค. ์ฌํด 5์์๋ ์ ๋ถ์์ ๊ฒ์ ์ฐ์ ์ก์ฑ์ ์ํด โ5๊ฐ๋ ๊ฒ์ ์ฐ์ ์งํฅ ์ข ํฉ๊ณํโ์ ๋ฐํํ๊ธฐ๋ ํ์๋ค. ์ด์ฒ๋ผ ๊ฒ์ ์ฐ์ ์ ๋ํ ์ดํด ์ ์ ๊ทผ ๋ฐฉ์ ๋ฑ์ ๊ฒ์์ฐ์ ๋ฒ ์ ์ ๋น์์ ๋ง์ ์ฐจ์ด๊ฐ ์๋ค. ๋ฐ๋ผ์ ์ ๋ฒ ๋น์์ ์๋์ ์ํฉ๊ณผ ๊ตญ๋ฏผ ์ผ๋ฐ์ ๊ฐ์น๊ด ๋ด์ง ๋ฒ๊ฐ์ ์ด ๋ณํ๋ ๋ชจ์ต ์ ๋ณด์ด๊ณ ์์ผ๋ฏ๋ก ํ์ฌ ์ํฉ์ ๋ง๋ ์๋ก์ด ํด์ ๊ธฐ์ค์ ๋์ถํ๋ ๊ฒ์ด ํ๋นํ๋ค. ๊ฒฝํ์ ์ ๊ณต์ ์์น์ ์ผ๋ก ๊ธ์งํ๋ ๊ท์ ๋ฐฉ์์ ๊ฒ์ ์ฐ์ ๋ฐ์ ์ ๊ฑธ๋ฆผ๋๋ก ์์ฉํ๊ณ ์์ด ๊ฒฝํ์ ์ ๊ณต์ ์์น์ ์ผ๋ก ํ์ฉํ๋ ์์ธ์ ์ผ ๋ก ๊ธ์งํ๋ ๋ฐฉ์์ผ๋ก ๊ท์ ๋ฅผ ๊ฐ์ ํ ํ์๊ฐ ์๋ค.
Agung Wijoyo
This study aims to investigate the impact of the digital economy on consumer preferences in the Metaverse era, focusing on the role of Non-Fungible Tokens (NFTs) and tokenization in changing purchase intentions. Using a mixed-methods approach, this study combines quantitative and qualitative analysis to gain a comprehensive understanding of the key determinants of consumer purchase intentions in a rapidly evolving digital context. The results of the quantitative analysis show that perceived value, trust in blockchain technology, and user experience significantly influence consumer purchase intentions towards NFTs. Qualitative analysis through in-depth interviews reveals that scarcity, digital ownership, and community involvement are the main factors driving NFT adoption, while lack of technological understanding and regulatory uncertainty are the main barriers. This study also introduces novelty through the use of machine learning-based sentiment analysis and social network analysis to explore the role of social interactions in the formation of purchase intentions. These findings make important contributions to the literature on the digital economy by offering new insights into consumer dynamics in the Metaverse and highlighting the need for marketing strategies that focus on creating community value and immersive user experiences. Practical implications of this study include the need for consumer education and clear regulations to increase NFT adoption, as well as marketing strategies that leverage the emotional value and scarcity of digital assets. This research contributes to a better understanding of consumer behavior in the digital age and offers recommendations for further research in this area.
Dayun Jeong, Young-Sam Kim
The rapid advancement of Web 3.0 is accelerating the development of NFT and blockchain technologies, substantially improving consumers" digital activities and experiences. The rapid growth of the NFT market highlights the growing importance of digitalization, particularly in the fashion industry, which is expected to be restructured and commercialized in this new environment. NFTs guarantee originality, uniqueness, and scarcity, adding value to digital works through media data, smart contracts, and metadata. The continuous growth of art-related NFTs underscores the potential for issuing and expanding fashion product NFTs. This study analyzes data from recent NFT-related papers, domestic and international literature, and reports from various research institutes. The findings were reinterpreted to provide insights applicable to fashion-related studies and the fashion industry. While fashion product NFTs and the development of suitable platforms for their trading can be viewed as extensions of the existing NFT industry, the unique characteristics of the fashion industry must be considered. It is essential to incorporate additional factors into fashion NFTs beyond the inherent qualities of originality, uniqueness, and scarcity associated with existing NFTs. Doing so can establish a marketing environment based on consumer experience and perceived value.
P Venkatesh, M Sangavi
Cryptocurrency, a relatively new financial innovation, has sparked widespread interest in recent years, particularly among younger demographics such as college students. As digital currencies such as Bitcoin and Ethereum continue to dominate headlines, college students' familiarity and impression of cryptocurrency has become essential for assessing its future adoption and investment opportunities. This study investigates the level of investor awareness, interest, and perception of cryptocurrencies among college students, a demographic that represents the future of technical and financial advancement.College students are often seen as technologically adept and open to new technologies, making them an ideal group for researching cryptocurrency awareness. However, the complexity, volatility, and lack of legal structures surrounding cryptocurrencies have piqued interest while also raising concerns. This study looks at how students comprehend important cryptocurrency concepts such as blockchain technology, decentralized finance (DeFi), digital wallets, and the risks of investing in these digital assets.The findings indicate that, while a considerable majority of college students are aware of cryptocurrencies, their level of understanding differs. Many students have a shallow understanding based on media exposure or peer discussions, with a lesser fraction having participated in actual trading or investment. Factors such as field of study, access to financial education, and socioeconomic status all influence the level of awareness. Students in technology-related professions have a better understanding of the underlying blockchain technology, but those in finance and economics are more aware of the investment opportunities and hazards.Despite increased interest, many students are concerned about the volatility and unpredictability of the bitcoin market. Regulatory uncertainty and the possibility of fraud or hacking are highlighted as major causes for hesitation. Furthermore, the absence of formal financial instruction on bitcoin in college curricula inhibits students' capacity to make sound investment decisions.This study emphasizes the need for improved educational programs to give college students a thorough understanding of bitcoin. Colleges can help students navigate the evolving financial world with greater confidence by addressing knowledge gaps and concentrating on appropriate investment practices. The development of cryptocurrencies as a mainstream asset class may be heavily reliant on the understanding and preparedness of young investors, making it critical to cultivate a well-informed student body.
Yiran Xiong
Digitization is the primary form of Metaverse art, making the Metaverse digitally re-enable the unfolding of art. First, as a digital art form, non-fungible token (NFT) art acts as a media technology object for digital subjects to seek an identity. It opens the potential to reflect on image ontology and image copies. Second, the development of Metaverse art is closely related to its media characteristics. The exploration of the attributes of Metaverse media can be divided into two approaches. One approach is to examine the characteristics of Metaverse media from the perspective of media archaeology and its association with cinema and games. The second approach lies in elucidating the temporal mechanism of modernity rooted in Metaverse media and rethinking the prominence and intervention of an โalgorithmic timelineโ in real time. Finally, the mediating properties of digital image ontology and the Metaverseโs temporal and spatiotemporal folding correspond to the two main characteristics of immersion and interactivity in a virtual space, which not only reflects the generation of an โexternal subjectโ but also triggers a crisis in the identification of the subject with the mirror image.
Thakur Dev Pandey
No abstract is available for this record.
Hazlaili Binti Hashim
No abstract is available for this record.
Stephen Chan, Durga Chandrashekhar, Ward Almazloum, Yuanyuan Zhang ยท 7 authors
No abstract is available for this record.
Dessy Handayani, Ridho Bramulya Ikhsan, Yudi Fernando, Yudhita Valen Prasarry ยท 6 authors
Cryptocurrency continues to be accepted globally, but many individuals (investors) still hesitate to use it (invest). Therefore, this study examines the predictive model of investorsโ behavioral intentions to invest in Cryptocurrency by considering the following factors: experience, trust, social influence, and attitudes. Questionnaires were distributed online to the Cryptocurrency community in DKI Jakarta. Questionnaire data were analyzed using multivariate statistics: structural equation modeling based on variance (PLS-SEM). The studyโs results prove that attitude, perceived trust, and social influence positively and significantly affect behavioral intention. Furthermore, social influence and perceived experience positively and significantly affect perceived trust. Finally, perceived trust has a positive and significant effect on attitude. This finding contributes to investment behavior by examining the determinants of adopting blockchain technology in the form of Cryptocurrency.
Nayeon Kim, Nayeon Kim, Woohyuk Kim
์ต๊ทผ NFT(Non-Fungible Token)๋ฅผ ํ์ฉํ ๋ค์ํ NFT ์ํ๊ณ๊ฐ ๋ง๋ค์ด์ ธ ๊ธฐ์ ๊ณผ ์ํธํํ ํฌ์์๋ค์๊ฒ ์๋ก์ด ๊ธฐํ์ ์ฅ์ผ๋ก์ ์ฃผ๋ชฉ๋ฐ๊ณ ์๋ค. ๋ฐ๋ผ์, ๋ณธ ์ฐ๊ตฌ์ ๋ชฉ์ ์ NFT ์ํ์ ๋ํด ์๋น์๊ฐ ์ง๊ฐํ๋ ๊ฐ์น์ ๊ตฌ๋งค์๋ ๊ฐ ์ํฅ ๊ด๊ณ๋ฅผ ๊ท๋ช ํ๊ณ , ์ง๊ฐ๋ ์ํ๊ณผ ์ธ๋์ ์กฐ์ ํจ๊ณผ๋ฅผ ๊ฒ์ฆํ๋ ๋ฐ ์๋ค. ์ด๋ฅผ ์ํ์ฌ ์ต๊ทผ 3๋ ๊ฐ NFT๋ฅผ ์ด์ฉ ๋ฐ ํฌ์ํด๋ณธ ๊ฒฝํ์ด ์๋ ์ผ๋ฐ์ธ 300๋ช ์ ๋์์ผ๋ก ์ค๋ฌธ์กฐ์ฌ๋ฅผ ์ค์ํ์ฌ ๋น๋๋ถ์, ํ์์ ์ ์ธ๋ถ์, ์ ๋ขฐ๋ ๋ถ์, ์๊ด๊ด๊ณ, ๋ค์ค ๋ฐ ์๊ณ์ ํ๊ท๋ถ์์ ์ํํ์๋ค. ๊ฐ์ค ๊ฒ์ฆ ๊ฒฐ๊ณผ, ์ฒซ์งธ, NFT ์๋น๊ฐ์น ์ ๊ธฐ๋ฅ์ , ์ง๊ท์ , ์ํฉ์ ๊ฐ์น๋ ๊ตฌ๋งค์๋์ ๊ธ์ ์ ์ธ ์ํฅ์ ๋ฏธ์น๋ ๊ฒ์ผ๋ก ๋ํ๋ฌ๋ค. ๋์งธ, NFT ์๋น๊ฐ์น์ ๊ตฌ๋งค์๋์ ๊ด๊ณ์์ ์ธ๋๋ ์ ์ํ ์กฐ์ ํจ๊ณผ๊ฐ ์๋ ๊ฒ์ผ๋ก ๋ํ๋ฌ๋ค. ํนํ, ๊ธฐ๋ฅ์ ๊ฐ์น์ ์ง๊ท์ ๊ฐ์น์์ ์ ์ํ ์กฐ์ ํจ๊ณผ๋ฅผ ๋ณด์์ผ๋ฉฐ, X์ธ๋๋ ๊ธฐ๋ฅ์ ๊ฐ์น, MZ์ธ๋๋ ์ง๊ท์ ๊ฐ์น์ ์ํฅ์ ์๋์ ์ผ๋ก ๊ฐํ๊ฒ ๋ฐ๋ ๊ฒ ์ผ๋ก ๋ํ๋ฌ๋ค. ์ด๋ฌํ ์ฐ๊ตฌ ๊ฒฐ๊ณผ๋ ํฅํ NFT ๋ถ์ผ์์ ๊ธฐ์ ์ด ์ฐจ๋ณํ๋ ์ํ ๋ฐ ์๋น์ค๋ฅผ ๊ฐ๋ฐํ๋ ๋ฐ ์ ์ฉํ ์ ๋ณด๋ก ํ์ฉ๋ ์ ์์ผ๋ฉฐ, ์๋น์๊ฐ ์ง๊ฐํ๋ ๋ค์ํ ์ํ๊ณผ ๊ด๋ จ๋ ๊ต์ก ํ๋ก๊ทธ๋จ๊ณผ ์ ์ฑ ์ด ๋ง๋ จ๋๊ธฐ๋ฅผ ๊ธฐ๋ํ ๋ค. ์๋น์๋ NFT ์๋น ์ฑํฅ์ ์ ๊ฒํจ์ผ๋ก์จ NFT ์์ฅ์ ๊ธ์ ์ ์ธ ๋ฐ์ ์ ๊ธฐ์ฌํ๊ณ ์ ํ๋ค.
Youjin Jung
์ฐ๊ตฌ๋ชฉ์ : ๋ณธ ์ฐ๊ตฌ๋ NFT(Non-Fungible Token)๋ ๋ฌด์์ด๋ฉฐ ์์ ์ํ์ ๊ถ๋ฆฌ์ฆ๋ช ์ผ๋ก์์ NFT์ ํน์ฑ์ ํ์ ํ ๋ค NFT ๊ธฐ๋ฐ ์์ ์์ฅ์ ๋ํฅ์ ๋ถ์ํ์ฌ ๋ฌด์ฉ ์ํ์ ๋์งํธ ์์ฅ ํ์ฅ ๊ฐ๋ฅ์ฑ์ ๋ํด ์ ๋งํด ๋ณด๊ณ ์ ํ๋ค. ์ฐ๊ตฌ๋ฐฉ๋ฒ: NFT ๊ด๋ จ ์ ํ์ฐ๊ตฌ ๋ถ์ ๋ฐ ๋ฌธํ์ ํตํ ๋ฌธํ์ฐ๊ตฌ๋ฅผ ๋ฐํ์ผ๋ก ํ์ฌ ์ด๋ก ์ ๋ฐฐ๊ฒฝ์ ์์ ํ๊ณ ๊ทธ ํ ํ์ฌ ์จ๋ผ์ธ์์ ์ด๋ฃจ์ด์ง๊ณ ์๋ ๋์งํธ ์์ ์ํ์ NFT ๊ฑฐ๋ ์ฌ๋ก๋ฅผ ๋ถ์ํ์ฌ ๊ฒฐ๊ณผ๋ฅผ ๋์ถํด ๋ด๋ ํตํฉ ์ง์ ์ฐ๊ตฌ์ด๋ค. ์ฐ๊ตฌ๊ฒฐ๊ณผ: ์ฒซ์งธ, NFT๋ ๋ธ๋ก์ฒด์ธ ์์์ ์ ํต๋๋ ๊ณ ์ ์ ๊ฐ์ด ์๋ ํ ํฐ์ผ๋ก ๋ฌด์ฉ ์ฐฝ์ ์ํ์ NFT๋ก ์์ ๊ถ์ ๊ฐ์ง ๊ฒฝ์ฐ ๊ทธ ์ํ์ ์ฝ๋๊ฐ์ ๋ถ์ฌ๋ฐ๊ฒ ๋๊ณ ์ด๋ฅผ ๋ธ๋ก์ฒด์ธ์ ๊ธฐ๋กํจ์ผ๋ก์จ ์จ์ ํ ๋ณธ์ธ์ ์ฐฝ์ํ์ผ๋ก ๊ธฐ๋ก๋ ์ ์๋ค. ๋ํ ์ํ์ ์์ ๊ถ์ ๊ฐ์ง ์์์์ ์ํ์ ๊ฒฝ์ ์ ๊ฐ์น๋ฅผ ๊ฐ์ง ์ ์์ผ๋ฉฐ ์ด๋ ์ํ์ ๋ณต์ ํ๊ฑฐ๋ ์์กฐ ๋ฐ ์กฐ์์ด ๋ถ๊ฐ๋ฅํ ๋ธ๋ก์ฒด์ธ์ ํน์ฑ ๋๋ฌธ์ด๋ค. ๋์งธ, NFT ๋์งํธ ์ํธ ํ๋ซํผ ํํฉ์ ์ดํด๋ณด๋ ํ๋ ํผ์ 6๊ฐ๋ก Open Sea, Nifty Gateway, Super Rare, Rarible, Strmnft ๋ฑ์ด๋ค. ์ด๋ฌํ NFT ํ๋ซํ์ ์๋ก ์ฝ๊ฐ์ ์ฐจ์ด๋ ์์ง๋ง ์ฌ์ฉ์ ์นํ์ ์ผ๋ก ๊ฐ์ํํ๋ฅผ ์ด์ฉํ ์ ์๋ ์์คํ ์ ๊ฐ์ถ๊ณ ์์ผ๋ฉฐ NFT๋ ์ ์๋ฌผ๋ก์ ๋ ์์ ์ํ์ ํฌ์ ์๋จ์ผ๋ก๋ ๊ฐ๊ด์ ๋ฐ๊ณ ์์์ ์ ์ ์๋ค. ์ ์งธ, ํ์ฌ ํฌ์์ฑ์์ ๊ฐ์น๋ฅผ ์ง๋๋ ๊ณ ์ ํ ๋์งํธ ์์ฐ ์์ฅ์ด ์์์ ์ผ๋ก ์ฆ๊ฐํ๊ณ ์์ผ๋ฉฐ ๊ณ ์ ์ฑ๊ณผ ๋ ์ฐฝ์ฑ์ ๊ฐ์ง NFT ๊ธฐ์ ์ ์จ๋ผ์ธ์์์ ์๋ก์ด ๊ฐ๋ฅ์ฑ์ ์ ๋งํ๊ฒ ํ๋ค. NFT์ ๊ฐ์น๋ก๋ ํ ํฐํ ๋ ์์ดํ ์ ์ ์ฅ ์์น์ NFT์ ์ฝํ ์ธ ์ ์ฌ์ฉ ํ๊ฒฝ ๊ทธ๋ฆฌ๊ณ NFT์ ์ฌ์ฉ์ ์ ํํ๋ ๋ผ์ด์ ์ค ๊ณ์ฝ ๋ฑ์ด๋ค. ๊ทธ๋ฌ๋ NFT์ ์ด๋ฌํ ๊ฐ์น ์ ๋ง์๋ ๋ถ๊ตฌํ๊ณ ๋ฌด์ฉ์ํ์ ๊ฒฝ์ฐ NFT์ ๋ํ ๋ค์ํ ์ฐ๊ตฌ๊ฐ ํ์ํ๋ค๊ณ ๋ณธ๋ค. ๋ท์งธ, ๋ฌด์ฉ์ํ์ ๋์งํธ ์์ฅ์ด ํ์ฅ๋ ๊ฒ์ด๋ ๊ฐ๋ฅ์ฑ์ด ํฌ๋ค. ์์์ ํตํ ๋์งํธ ๋ฌด์ฉ์ํํ์ ์ด๋ฅผ ๋์งํธ ์์ฐ์ผ๋ก์์ ๊ฐ์น๋ฅผ ๋ฐ์ ธ๋ณผ ๋ NFT๋ ๋ฌด์ฉ์ํ ์ฐฝ์์ด๋ ๋งค๋งค ๋ฑ์ ์๋ก์ด ๋ฐฉ์์ด ๋ ์ ์์ผ๋ฏ๋ก ์์ผ๋ก ๋ฌด์ฉ์ํ์ ๋์งํธ ์์ฅ์ด ํ์ฅ๋ ๊ฒ์ผ๋ก ๋ณธ๋ค. ๊ฒฐ๋ก : ์ค๋๋ ์์ ์ ๋์งํธ ๊ธฐ์ ์ด ์ธ๊ณต์ง๋ฅ์๋์ ์์ ์ด ๋์๋ค๊ณ ํ ๋งํผ ๊ธฐ์ ์ด ์ค์ํ๋ค. ๋ํ ์์ผ๋ก์ ๋ฏธ๋์ฌํ๋ ๋ฌธ์๋ณด๋ค๋ ์์์ด๋ ์ด๋ฏธ์ง์ ๋์ฑ ์ง์คํ ๊ฒ์ด๋ผ๋ ์์ธก์ ๊ฐ๋ฅ์ผ ํ๋ค. ์ด๋ฌํ ์์ธก์ ๋ฌด์ฉ์ํ์ ๋์งํธ ์์ฅ์ด ํ์ฅ๋ ๊ฒ์ด๋ ๊ฐ๋ฅ์ฑ๊ณผ ํจ๊ป ์์ผ๋ก ๋ฌด์ฉ ์๋ฌด๊ฐ๋ค์ NFT ๋ฌด์ฉ์ํ์ ํ์์ฑ์ด๋ ํ์ฉ์ฑ ๊ทธ๋ฆฌ๊ณ ๋ฌด์๋ณด๋ค NFT ๊ธฐ์ ์ ๋ํ ์ดํด์ ๊ต์ก์ด ํ์ํ๋ค.
Hyukjun Choi
๋ณธ ์ฐ๊ตฌ๋ 4์ฐจ ์ฐ์ ํ๋ช ์๋์ ํต์ฌ ๊ธฐ์ ์ค ํ๋์ธ ๋ธ๋ก์ฒด์ธ(Blockchain) ์์ฅ์ด ๊ธ์ํ๊ฒ ์ฑ์ฅํ๊ณ , ์ต๊ทผ NFT(๋์ฒด๋ถ๊ฐ๋ฅํ ํฐ)์ ๋ํ ๊ด์ฌ๊ณผ ํฌ์๊ฐ ์ง์์ ์ผ๋ก ์ด๋ฃจ์ด์ง๊ณ ์์ด ํฌ์์๋ค์ด NFT๋ฅผ ๊ตฌ๋งคํ๋๋ฐ ์์ด ์ค์ํ๊ฒ ๊ณ ๋ คํ๋ ์์ธ์ ๋์ถํ๊ณ ์ ํ์๋ค. ๋ณธ ์ฐ๊ตฌ์ ๋ถ์๋ฐฉ๋ฒ์ ๊ณ์ธต๋ถ์์ ์์ฌ๊ฒฐ์ ๋ฒ(Analytic Hierarchy Process: AHP)์ ํ์ฉํ์ฌ ๊ฐ ์์ธ๊ฐ์ ์ํธ๋น๊ตํ๊ฐ๋ฅผ ํตํด ์๋์ ์ค์๋๋ฅผ ์ฐ์ถํ์๋ค. ๋ถ์๊ฒฐ๊ณผ, ์ฐ๋ฆฌ๋๋ผ ํฌ์์์ NFT ๊ตฌ๋งค์ ์ค์ํ๊ฒ ๊ณ ๋ คํ๋ ์์ธ์ผ๋ก ์๋น์ ์์ธ(0.390)์ผ๋ก ๊ฐ์ฅ ๋๊ฒ ๋ํ๋ฌ์ผ๋ฉฐ, ์ ํ ์์ธ(0.267), ๊ธฐ์ ์์ธ(0.216), ์ํฉ์ ์์ธ(0.127))์ ์์ผ๋ก ๋ํ๋ฌ๋ค. ์๋น์ ์์ธ ์ค ๊ฐ์ฅ ์ค์ํ๊ฒ ์๊ฐํ๋ ์์ธ์ โNFT๊ฐ ๊ฐ์ง ํฅํ ๋ฏธ๋๊ฐ์น ๋ฐ ์ค์ํ ์ ์ฉ์ฌ๋ถโ์ด๋ฉฐ, ์ ํ์์ธ์์๋ โNFT์ ๊ณ ์ ์ฑ ๋ฐ ํฌ์์ฑ ๊ฐ์นโ, ์ํฉ์์ธ์์๋ โNFT ๊ตฌ๋งค์ ๋ํ ํ์ธ์ ๊ถ์ โ, ๊ธฐ์ ์์ธ์์๋ โNFT ์๋ณ์กฐ ๋ถ๊ฐ ๋ฐ ๋ฌด๊ฒฐ์ฑํ๋ณดโ๋ก ๋ถ์๋์๋ค. NFT๊ฐ ํ์ฑํ ๋๊ธฐ ์ํด์๋ ๋ค์ํ ์ด์ฉ์๊ฐ ์น3 ์ํ๊ณ์ ์ฐธ์ฌํ๊ณ ์ ๋ขฐํ ์ ์๋ ๊ฑฐ๋ ํ๊ฒฝ ์ ๊ณต์ ์ํด์๋ NFT ๊ด๋ จ ์ ๋๊ฐ ํ์ํ๋ฉฐ, ์ ๋ณด๋ณดํธ๊ด๋ฆฌ์ฒด๊ณ(ISMS) ์ธ์ฆ ํ๋์ด๋ ๊ฐ์์์ฐ์ฌ์ ์ ์ ๊ณ ๋ฑ ์ ๊ท ์ฌ์ ์๊ฐ ์ง์ ํ ์ ์๋๋ก ๋ช ํํ ๊ฐ์ด๋๋ผ์ธ์ด ํ์ํ๋ค.