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Sep 26, 2025ยทJOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA
1 cites
A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOUR ACROSS ENGAGEMENT STAGES IN THE METAVERSE

Vizeli Ibolya, Mรณnikaโ€Anetta Alt, Zsuzsa Sฤƒplฤƒcan

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.

Open access
Diverse Topics in Contemporary Research
Consumer Perception and Purchasing Behavior
Virtual Reality Applications and Impacts
Original source
Jun 30, 2025ยทInternational Journal of Costume and Fashion
0 cites
The Convergence of Technology, Profitability, and Culture: Factors Influencing Chinese Gen Z Fashion NFT Consumersโ€™ Journey

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 featuresโ€”including trend-driven exposure and cultural reliabilityโ€”directly 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.

Consumer Perception and Purchasing Behavior
Consumer Behavior in Brand Consumption and Identification
Diverse Topics in Contemporary Research
Original source
Jun 30, 2025ยทInternational Journal of Costume and Fashion
0 cites
How Does Consumer Self-Perception Affect the Artistic Value and Potential Behavioral Intention of NFT Fashion Products?

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.

Consumer Perception and Purchasing Behavior
Consumer Behavior in Brand Consumption and Identification
Consumer Retail Behavior Studies
Original source
Jun 30, 2025ยทThe Korean Society of Costume
0 cites
NFT Fashion Characteristics and Consumer Purchase Behavior : Creating Various Value in a New Fashion Paradigm

Dayun Jeong, Young-Sam Kim

This study explores how the characteristics of Non-Fungible Tokens (NFTs)โ€”authenticity, rarity, and inter- activityโ€”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.

Consumer Perception and Purchasing Behavior
Diverse Topics in Contemporary Research
Cultural and Historical Studies
Original source
May 20, 2025ยทJournal of Information & Knowledge Management
0 cites
Factors Affecting Consumer Satisfaction and Perception of Cryptocurrency: Understanding the Reasoning Behind Choosing Cryptocurrency

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 peopleโ€™s 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.

Consumer Perception and Purchasing Behavior
Original source
Mar 31, 2025ยทKorean Journal of Broadcasting and Telecommunication Studies
0 cites
The Influence of Perceived Characteristics of Non-Fungible Tokens (NFTs), User Characteristics and Social Factors on the Purchase of NFT Artworks

Soowan Kim, Byenghee Chang, Jong-Hwan Choi

์ƒˆ๋กœ์šด ๋ฏธ๋””์–ด ๊ธฐ์ˆ ์ด ํ™•์žฅ๋˜๋ฉด์„œ NFT(non-fungible token)์— ๋Œ€ํ•œ ๊ด€์‹ฌ๊ณผ ์‹œ์žฅ์ด ํ™•๋Œ€๋˜๊ณ  ์žˆ๋‹ค. NFT๋Š” ๋ธ”๋ก์ฒด์ธ ๊ธฐ์ˆ ์„ ๊ธฐ๋ฐ˜์œผ๋กœ, ๋””์ง€ํ„ธ ์ž์‚ฐ์˜ ์†Œ์œ ๊ถŒ์„ ์ฆ๋ช…ํ•˜๋Š” ๊ณ ์œ ํ•œ ํ† ํฐ์„ ์˜๋ฏธํ•œ๋‹ค. ์‹ค๋ฌด์ ์œผ๋กœ๋Š” ์˜์ƒ๊ณผ ์‚ฌ์ง„, ๊ฒŒ์ž„, ์Œ์•… ๋“ฑ์˜ ์‹œ์žฅ์— ํญ๋„“๊ฒŒ ์“ฐ์ด๊ณ  ์žˆ๋Š” ์ƒํ™ฉ์ด๋‹ค. ์ด์— ๋ณธ ์—ฐ๊ตฌ๋Š” ์‹ ๊ธฐ์ˆ ์— ๋Œ€ํ•œ ๊ด€์‹ฌ๋„๊ฐ€ ๋†’์€ ๋Œ€ํ•™์ƒ์„ ๋Œ€์ƒ์œผ๋กœ, NFT์— ๋Œ€ํ•œ ๊ธฐ๋Œ€์„ฑ๊ณผ์™€ ๊ตฌ๋งค์˜๋„ ๋“ฑ์„ ์•Œ์•„๋ณด๊ณ ์ž ํ–ˆ๋‹ค. ๋…๋ฆฝ๋ณ€์ธ์œผ๋กœ, NFT ํŠน์„ฑ(ํšŒ์†Œ์„ฑ, ์ง€๊ฐ๋œ ์œ„ํ—˜, ์ง€๊ฐ๋œ ๋ณต์žก์„ฑ), ์‚ฌํšŒ์  ์˜ํ–ฅ(FoMo, ์ฃผ๊ด€์  ๊ทœ๋ฒ”), ์‚ฌ์šฉ์ž ํŠน์„ฑ(์ž๊ธฐํšจ๋Šฅ๊ฐ, ํˆฌ์ž์„ฑํ–ฅ, ์†Œ์œ ์š•)์„ ์„ค์ •ํ–ˆ๋‹ค. ๋งค๊ฐœ๋ณ€์ธ์€ ์„ฑ๊ณผ๊ธฐ๋Œ€, ์ข…์† ๋ณ€์ธ์€ ๊ตฌ๋งค์˜๋„๋ฅผ ํˆฌ์ž…ํ–ˆ๋‹ค. ๋ถ„์„๊ฒฐ๊ณผ, ์†Œ์œ ์š•์€ ์„ฑ๊ณผ๊ธฐ๋Œ€์— ์ •์ (+) ์˜ํ–ฅ์„ ์ฃผ๋Š” ๊ฒƒ์œผ๋กœ ํ™•์ธ๋˜์—ˆ๋‹ค. ๋ณต์žก์„ฑ์€ ๊ตฌ๋งค์˜๋„์— ๋ถ€์ (-) ์˜ํ–ฅ์„ ์ฃผ์—ˆ์Œ์ด ๋ฐํ˜€์กŒ๋‹ค. ์„ฑ๊ณผ๊ธฐ๋Œ€์˜ ๋งค๊ฐœํšจ๊ณผ๋Š” ์†Œ์œ ์š•์—์„œ๋งŒ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ์ด๋Ÿฌํ•œ ๊ฒฐ๊ณผ๋ฅผ ํ†ตํ•ด, ๋ณธ ์—ฐ๊ตฌ๋Š” NFT์˜ ๊ธฐ์ˆ ์  ๋‚œ์ด๋„๋ฅผ ์ตœ์†Œํ™”ํ•˜๊ณ , NFT ์†Œ์œ ์— ๋”ฐ๋ฅธ ํ˜œํƒ, ๊ฐ€์น˜์˜ ํ•„์š”์„ฑ์„ ์ œ์•ˆํ–ˆ๋‹ค.

Cultural and Historical Studies
Fashion and Cultural Textiles
Consumer Perception and Purchasing Behavior
Original source
Mar 3, 2025ยทFashion and Textiles
5 cites
Deciphering the digital evolution: strategic insights into the Korean fashion industry through advanced analytical perspectives

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 โ€œrecognitionโ€ in digital processes for fashion practitioners and designers. โ€œHanbok,โ€ โ€œNon-Fungible Token,โ€ โ€œVirtual Reality,โ€ and โ€œexperienceโ€ were notable in services, while โ€œCOVID-19โ€ and โ€œ3Dโ€ emerge as central product discussions. Consumer discussions highlighted โ€œMillennials and generation Z,โ€ โ€œexperience,โ€ and โ€œvalue.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.

Open access
Consumer Perception and Purchasing Behavior
Consumer Behavior in Brand Consumption and Identification
Consumer Retail Behavior Studies
Original source
Jan 24, 2025ยทAdvances in business information systems and analytics book series
2 cites
The Effect of NFTs Metaverse Engagement and Digital Personalization on Brand Accessibility

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.

Diverse Topics in Contemporary Research
Diverse Approaches in Healthcare and Education Studies
Consumer Perception and Purchasing Behavior
Original source
Jan 13, 2025ยทMaking Waves Toward A Sustainable and Equitable Future
0 cites
Young Consumers' Motivations for Virtual Luxury NFT Wearables: Moderating Effects of Gender and Income

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.

Open access
Consumer Perception and Purchasing Behavior
Fashion and Cultural Textiles
Diverse Topics in Contemporary Research
Original source
Dec 27, 2024ยทGachon Law Review
0 cites
A Study on NFT(Non-Fungible Token) and the Prohibition of Gift Offerings under the Game Industry Promotion Act

yong-won kil

์ตœ๊ทผ P2E ๊ฒŒ์ž„์— ๊ด€ํ•œ ๊ฒŒ์ž„๋ฌผ๊ด€๋ฆฌ์œ„์›ํšŒ์˜ ๋“ฑ๊ธ‰๋ถ„๋ฅ˜ ์ทจ์†Œ ์ฒ˜๋ถ„ ๋“ฑ์˜ ์  ๋ฒ•์„ฑ ์—ฌ๋ถ€๊ฐ€ ๋ฒ•์›์—์„œ ๋‹คํˆฌ์–ด์ ธ ๊ด€์‹ฌ์ด ์ง‘์ค‘๋œ ๋ฐ” ์žˆ๋‹ค. P2E ๊ฒŒ์ž„์ธ ์Šค์นด ์ดํ”ผํ”Œ์‚ฌ์˜ โ€˜ํŒŒ์ด๋ธŒ์Šคํƒ€์ฆˆ for klaytnโ€™๊ณผ ๋‚˜ํŠธ๋ฆฌ์Šค์‚ฌ์˜ โ€˜๋ฌดํ•œ๋ŒํŒŒ ์‚ผ๊ตญ์ง€ ๋ฆฌ๋ฒ„์Šคโ€™์— ๋Œ€ํ•œ ํŒ๊ฒฐ์ด ์ž‡๋”ฐ๋ผ ๋‚˜์˜จ ๊ฒƒ์ด๋‹ค. ๊ฒŒ์ž„์‚ฌ์˜ ๋“ฑ๊ธ‰๋ถ„๋ฅ˜๊ฒฐ์ •์ทจ์†Œ์ฒ˜ ๋ถ„ ์ทจ์†Œ ์ฒญ๊ตฌ๋Š” ๋ชจ๋‘ ๊ธฐ๊ฐ๋˜์—ˆ์ง€๋งŒ ๋ฒ•์›์ด ์ฒ˜์Œ์œผ๋กœ P2E ๊ฒŒ์ž„์˜ ๊ฒŒ์ž„์‚ฐ์—… ๋ฒ• ์œ„๋ฐ˜ ์—ฌ๋ถ€๋ฅผ ๊ฒ€ํ† ํ•œ ์ ์—์„œ ์˜๋ฏธ๊ฐ€ ์žˆ๊ณ , ์œ„ ์‚ฌ๊ฑด์˜ ๋ฒ•์  ์Ÿ์  ๋“ฑ์€ ์ด ํ›„ ๊ฒŒ์ž„์‚ฐ์—… ์ง„ํฅ ๊ด€๋ จ ์ž…๋ฒ• ๋…ผ์˜์—์„œ ์–ด๋– ํ•œ ํ˜•ํƒœ๋กœ๋“  ์˜ํ–ฅ์„ ๋ฏธ์น  ๊ฒƒ์ด ๋‹ค. ํŠนํžˆ โ€˜ํŒŒ์ด๋ธŒ์Šคํƒ€์ฆˆ for klaytnโ€™์€ ๊ฒŒ์ž„์„ ํ†ตํ•ด NFT๋ฅผ, โ€˜๋ฌดํ•œ๋ŒํŒŒ ์‚ผ๊ตญ ์ง€ ๋ฆฌ๋ฒ„์Šคโ€™๋Š” ๋ฌด๋Œํ† ํฐ์„ ๋ฐ›์•„ ์ด๋ฅผ ํ˜„๊ธˆํ™” ํ•  ์ˆ˜ ์žˆ๋Š” ๊ตฌ์กฐ๋ฅผ ๊ฐ–๊ณ  ์žˆ์–ด ์‚ฌํ–‰์„ฑ์„ ์กฐ์žฅํ•˜๋Š” ๊ฒŒ์ž„๋ฌผ์ธ์ง€ ์—ฌ๋ถ€๊ฐ€ ๋ฌธ์ œ๋˜์—ˆ๋‹ค. ์ด ์ค‘ ์ผ๋ช… ํŒŒ์ด๋ธŒ์Šคํƒ€ ์ฆˆ ํŒ๊ฒฐ์˜ ๊ฒฝ์šฐ NFT๋ฅผ ์ด์šฉํ•˜์—ฌ ๊ฒŒ์ž„ ์•„์ดํ…œ์„ ์ž์‚ฐํ™” ํ•˜๋Š” ๊ฒƒ๊ณผ ๊ด€๋ จํ•˜ ์—ฌ NFT ๋‚ด์ง€ NFT๊ฐ€ ํ™”์ฒด๋œ ์•„์ดํ…œ์˜ ์„ฑ๊ฒฉ ๋“ฑ์„ ๋น„๊ต์  ๊ตฌ์ฒด์ ์œผ๋กœ ํŒ๋‹จ ํ•˜๊ธฐ๋„ ํ•˜์˜€๋‹ค. ์ด์™€ ๋”๋ถˆ์–ด NFT๊ฐ€ ๊ฒฐํ•ฉ๋œ ๊ฒŒ์ž„๊ณผ ๊ด€๋ จํ•˜์—ฌ ๋ช…ํ™•ํ•œ ๊ธฐ์ค€ ์ด ์„ค์ •๋˜์ง€ ์•Š์€ ์ƒํ™ฉ์—์„œ ์ „๋ฌธ์ ยท๊ธฐ์ˆ ์ ์ธ ์˜์—ญ์— ์†ํ•˜๋Š” ๊ฒŒ์ž„๋ฌผ์˜ ์‚ฌํ–‰ ์„ฑ์— ๋Œ€ํ•œ ๊ฒŒ์ž„๋ฌผ๊ด€๋ฆฌ์œ„์›ํšŒ์˜ ํŒ๋‹จ์žฌ๋Ÿ‰์€ ์กด์ค‘๋  ํ•„์š”๊ฐ€ ์žˆ๋‹ค๊ณ  ์˜๊ฒฌ์„ ํ”ผ๋ ฅํ•˜๊ธฐ๋„ ํ•˜์˜€๋‹ค. ๊ฒŒ์ž„ ์‚ฐ์—…์€ ๊ทธ๋™์•ˆ ๋ˆˆ๋ถ€์‹  ์„ฑ์žฅ์„ ํ•˜์˜€๊ณ  ์šฐ๋ฆฌ๋‚˜๋ผ ๊ฒฝ์ œ์— ๋ฏธ์น˜๋Š” ํšจ๊ณผ ๋„ ์ƒ๋‹นํ•˜๋‹ค. ์˜ฌํ•ด 5์›”์—๋Š” ์ •๋ถ€์—์„œ ๊ฒŒ์ž„ ์‚ฐ์—… ์œก์„ฑ์„ ์œ„ํ•ด โ€˜5๊ฐœ๋…„ ๊ฒŒ์ž„ ์‚ฐ์—… ์ง„ํฅ ์ข…ํ•ฉ๊ณ„ํšโ€™์„ ๋ฐœํ‘œํ•˜๊ธฐ๋„ ํ•˜์˜€๋‹ค. ์ด์ฒ˜๋Ÿผ ๊ฒŒ์ž„ ์‚ฐ์—…์— ๋Œ€ํ•œ ์ดํ•ด ์™€ ์ ‘๊ทผ ๋ฐฉ์‹ ๋“ฑ์€ ๊ฒŒ์ž„์‚ฐ์—…๋ฒ• ์ œ์ • ๋‹น์‹œ์™€ ๋งŽ์€ ์ฐจ์ด๊ฐ€ ์žˆ๋‹ค. ๋”ฐ๋ผ์„œ ์ž… ๋ฒ• ๋‹น์‹œ์˜ ์‹œ๋Œ€์  ์ƒํ™ฉ๊ณผ ๊ตญ๋ฏผ ์ผ๋ฐ˜์˜ ๊ฐ€์น˜๊ด€ ๋‚ด์ง€ ๋ฒ•๊ฐ์ •์ด ๋ณ€ํ™”๋œ ๋ชจ์Šต ์„ ๋ณด์ด๊ณ  ์žˆ์œผ๋ฏ€๋กœ ํ˜„์žฌ ์ƒํ™ฉ์— ๋งž๋Š” ์ƒˆ๋กœ์šด ํ•ด์„ ๊ธฐ์ค€์„ ๋„์ถœํ•˜๋Š” ๊ฒƒ์ด ํƒ€๋‹นํ•˜๋‹ค. ๊ฒฝํ’ˆ์˜ ์ œ๊ณต์„ ์›์น™์ ์œผ๋กœ ๊ธˆ์ง€ํ•˜๋Š” ๊ทœ์ œ ๋ฐฉ์‹์€ ๊ฒŒ์ž„ ์‚ฐ์—… ๋ฐœ์ „ ์— ๊ฑธ๋ฆผ๋Œ๋กœ ์ž‘์šฉํ•˜๊ณ  ์žˆ์–ด ๊ฒฝํ’ˆ์˜ ์ œ๊ณต์„ ์›์น™์ ์œผ๋กœ ํ—ˆ์šฉํ•˜๋˜ ์˜ˆ์™ธ์ ์œผ ๋กœ ๊ธˆ์ง€ํ•˜๋Š” ๋ฐฉ์‹์œผ๋กœ ๊ทœ์ œ๋ฅผ ๊ฐœ์„ ํ•  ํ•„์š”๊ฐ€ ์žˆ๋‹ค.

Cultural and Historical Studies
Diverse Topics in Contemporary Research
Consumer Perception and Purchasing Behavior
Original source
Oct 30, 2024ยทGolden Ratio of Data in Summary
5 cites
Examining the Impact of Digital Economy on Consumer Preferences in the Metaverse Era: An Empirical Study on the Role of NFTs and Tokenization in Changing Purchase Intentions

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.

Open access
Diverse Topics in Contemporary Research
Consumer Perception and Purchasing Behavior
Impact of AI and Big Data on Business and Society
Original source
Aug 31, 2024ยทThe Korean Society of Costume
2 cites
Exploring the Direction of NFTs(Non-Fungible Tokens) Fashion Marketing Strategy through Analysis of NFTs Fashion Product Types

Dayun Jeong, Young-Sam Kim

The rapid advancement of Web 3.0 is accelerating the development of NFT and blockchain technologies, substantially improving consumers&quot 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.

Consumer Perception and Purchasing Behavior
Cultural and Historical Studies
Fashion and Cultural Textiles
Original source
Jul 1, 2024ยทInternational Journal of Research in Finance and Management
0 cites
A study on investors awareness towards cryptocurrency among college students

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.

Open access
Impact of AI and Big Data on Business and Society
Diverse Topics in Contemporary Research
Consumer Perception and Purchasing Behavior
Original source
Mar 7, 2024ยทCritical Arts
0 cites
The Media Characteristics and Subject Boundaries of Metaverse Art

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 โ€œalgorithmic timelineโ€ in real time. Finally, the mediating properties of digital image ontology and the Metaverseโ€™s 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 โ€œexternal subjectโ€ but also triggers a crisis in the identification of the subject with the mirror image.

Diverse Topics in Contemporary Research
Consumer Perception and Purchasing Behavior
Diverse Approaches in Healthcare and Education Studies
Original source
Jan 1, 2024ยทPhysica A Statistical Mechanics and its Applications
10 cites
Stylized facts of metaverse non-fungible tokens

Stephen Chan, Durga Chandrashekhar, Ward Almazloum, Yuanyuan Zhang ยท 7 authors

No abstract is available for this record.

Open access
2 source records
Diverse Topics in Contemporary Research
Consumer Perception and Purchasing Behavior
Technology and Data Analysis
Original source
Nov 7, 2023ยท2023 IEEE 9th International Conference on Computing, Engineering and Design (ICCED)
2 cites
Predicting Customer Trust and Behavioral Intention to Invest Cryptocurrency

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 studyโ€™s 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.

Technology Adoption and User Behaviour
Consumer Perception and Purchasing Behavior
Impact of AI and Big Data on Business and Society
Original source
Sep 30, 2023ยทConsumer Policy and Education Review
1 cites
The Effect of NFT Consumption Value on Purchase Intention : Focused on the Moderating Effect of Perceived Risk and Generation

Nayeon Kim, Nayeon Kim, Woohyuk Kim

์ตœ๊ทผ NFT(Non-Fungible Token)๋ฅผ ํ™œ์šฉํ•œ ๋‹ค์–‘ํ•œ NFT ์ƒํƒœ๊ณ„๊ฐ€ ๋งŒ๋“ค์–ด์ ธ ๊ธฐ์—…๊ณผ ์•”ํ˜ธํ™”ํ ํˆฌ์ž์ž๋“ค์—๊ฒŒ ์ƒˆ๋กœ์šด ๊ธฐํšŒ์˜ ์žฅ์œผ๋กœ์„œ ์ฃผ๋ชฉ๋ฐ›๊ณ  ์žˆ๋‹ค. ๋”ฐ๋ผ์„œ, ๋ณธ ์—ฐ๊ตฌ์˜ ๋ชฉ์ ์€ NFT ์ƒํ’ˆ์— ๋Œ€ํ•ด ์†Œ๋น„์ž๊ฐ€ ์ง€๊ฐํ•˜๋Š” ๊ฐ€์น˜์™€ ๊ตฌ๋งค์˜๋„ ๊ฐ„ ์˜ํ–ฅ ๊ด€๊ณ„๋ฅผ ๊ทœ๋ช…ํ•˜๊ณ , ์ง€๊ฐ๋œ ์œ„ํ—˜๊ณผ ์„ธ๋Œ€์˜ ์กฐ์ ˆํšจ๊ณผ๋ฅผ ๊ฒ€์ฆํ•˜๋Š” ๋ฐ ์žˆ๋‹ค. ์ด๋ฅผ ์œ„ํ•˜์—ฌ ์ตœ๊ทผ 3๋…„ ๊ฐ„ NFT๋ฅผ ์ด์šฉ ๋ฐ ํˆฌ์žํ•ด๋ณธ ๊ฒฝํ—˜์ด ์žˆ๋Š” ์ผ๋ฐ˜์ธ 300๋ช…์„ ๋Œ€์ƒ์œผ๋กœ ์„ค๋ฌธ์กฐ์‚ฌ๋ฅผ ์‹ค์‹œํ•˜์—ฌ ๋นˆ๋„๋ถ„์„, ํƒ์ƒ‰์  ์š” ์ธ๋ถ„์„, ์‹ ๋ขฐ๋„ ๋ถ„์„, ์ƒ๊ด€๊ด€๊ณ„, ๋‹ค์ค‘ ๋ฐ ์œ„๊ณ„์  ํšŒ๊ท€๋ถ„์„์„ ์ˆ˜ํ–‰ํ•˜์˜€๋‹ค. ๊ฐ€์„ค ๊ฒ€์ฆ ๊ฒฐ๊ณผ, ์ฒซ์งธ, NFT ์†Œ๋น„๊ฐ€์น˜ ์˜ ๊ธฐ๋Šฅ์ , ์ง„๊ท€์ , ์ƒํ™ฉ์  ๊ฐ€์น˜๋Š” ๊ตฌ๋งค์˜๋„์— ๊ธ์ •์ ์ธ ์˜ํ–ฅ์„ ๋ฏธ์น˜๋Š” ๊ฒƒ์œผ๋กœ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ๋‘˜์งธ, NFT ์†Œ๋น„๊ฐ€์น˜์™€ ๊ตฌ๋งค์˜๋„์˜ ๊ด€๊ณ„์—์„œ ์„ธ๋Œ€๋Š” ์œ ์˜ํ•œ ์กฐ์ ˆํšจ๊ณผ๊ฐ€ ์žˆ๋Š” ๊ฒƒ์œผ๋กœ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ํŠนํžˆ, ๊ธฐ๋Šฅ์  ๊ฐ€์น˜์™€ ์ง„๊ท€์  ๊ฐ€์น˜์—์„œ ์œ  ์˜ํ•œ ์กฐ์ ˆํšจ๊ณผ๋ฅผ ๋ณด์˜€์œผ๋ฉฐ, X์„ธ๋Œ€๋Š” ๊ธฐ๋Šฅ์  ๊ฐ€์น˜, MZ์„ธ๋Œ€๋Š” ์ง„๊ท€์  ๊ฐ€์น˜์˜ ์˜ํ–ฅ์„ ์ƒ๋Œ€์ ์œผ๋กœ ๊ฐ•ํ•˜๊ฒŒ ๋ฐ›๋Š” ๊ฒƒ ์œผ๋กœ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ์ด๋Ÿฌํ•œ ์—ฐ๊ตฌ ๊ฒฐ๊ณผ๋Š” ํ–ฅํ›„ NFT ๋ถ„์•ผ์—์„œ ๊ธฐ์—…์ด ์ฐจ๋ณ„ํ™”๋œ ์ƒํ’ˆ ๋ฐ ์„œ๋น„์Šค๋ฅผ ๊ฐœ๋ฐœํ•˜๋Š” ๋ฐ ์œ ์šฉํ•œ ์ •๋ณด๋กœ ํ™œ์šฉ๋  ์ˆ˜ ์žˆ์œผ๋ฉฐ, ์†Œ๋น„์ž๊ฐ€ ์ง€๊ฐํ•˜๋Š” ๋‹ค์–‘ํ•œ ์œ„ํ—˜๊ณผ ๊ด€๋ จ๋œ ๊ต์œก ํ”„๋กœ๊ทธ๋žจ๊ณผ ์ •์ฑ…์ด ๋งˆ๋ จ๋˜๊ธฐ๋ฅผ ๊ธฐ๋Œ€ํ•œ ๋‹ค. ์†Œ๋น„์ž๋Š” NFT ์†Œ๋น„ ์„ฑํ–ฅ์„ ์ ๊ฒ€ํ•จ์œผ๋กœ์จ NFT ์‹œ์žฅ์˜ ๊ธ์ •์ ์ธ ๋ฐœ์ „์— ๊ธฐ์—ฌํ•˜๊ณ ์ž ํ•œ๋‹ค.

Consumer Perception and Purchasing Behavior
Cultural and Historical Studies
Diverse Topics in Contemporary Research
Original source
Aug 30, 2023ยทJournal of International Culture & Arts
0 cites
NFT based Art Market Trend Analysis and Digital Dance Market Value and Prospects

Youjin Jung

์—ฐ๊ตฌ๋ชฉ์ : ๋ณธ ์—ฐ๊ตฌ๋Š” NFT(Non-Fungible Token)๋ž€ ๋ฌด์—‡์ด๋ฉฐ ์˜ˆ์ˆ ์ƒํ’ˆ์˜ ๊ถŒ๋ฆฌ์ฆ๋ช…์œผ๋กœ์„œ์˜ NFT์˜ ํŠน์„ฑ์„ ํŒŒ์•…ํ•œ ๋’ค NFT ๊ธฐ๋ฐ˜ ์˜ˆ์ˆ  ์‹œ์žฅ์˜ ๋™ํ–ฅ์„ ๋ถ„์„ํ•˜์—ฌ ๋ฌด์šฉ ์ž‘ํ’ˆ์˜ ๋””์ง€ํ„ธ ์‹œ์žฅ ํ™•์žฅ ๊ฐ€๋Šฅ์„ฑ์— ๋Œ€ํ•ด ์ „๋งํ•ด ๋ณด๊ณ ์ž ํ•œ๋‹ค. ์—ฐ๊ตฌ๋ฐฉ๋ฒ•: NFT ๊ด€๋ จ ์„ ํ–‰์—ฐ๊ตฌ ๋ถ„์„ ๋ฐ ๋ฌธํ—Œ์„ ํ†ตํ•œ ๋ฌธํ—Œ์—ฐ๊ตฌ๋ฅผ ๋ฐ”ํƒ•์œผ๋กœ ํ•˜์—ฌ ์ด๋ก ์  ๋ฐฐ๊ฒฝ์„ ์„œ์ˆ ํ•˜๊ณ  ๊ทธ ํ›„ ํ˜„์žฌ ์˜จ๋ผ์ธ์—์„œ ์ด๋ฃจ์–ด์ง€๊ณ  ์žˆ๋Š” ๋””์ง€ํ„ธ ์˜ˆ์ˆ ์ž‘ํ’ˆ์˜ NFT ๊ฑฐ๋ž˜ ์‚ฌ๋ก€๋ฅผ ๋ถ„์„ํ•˜์—ฌ ๊ฒฐ๊ณผ๋ฅผ ๋„์ถœํ•ด ๋‚ด๋Š” ํ†ตํ•ฉ ์งˆ์  ์—ฐ๊ตฌ์ด๋‹ค. ์—ฐ๊ตฌ๊ฒฐ๊ณผ: ์ฒซ์งธ, NFT๋Š” ๋ธ”๋ก์ฒด์ธ ์ƒ์—์„œ ์œ ํ†ต๋˜๋Š” ๊ณ ์œ ์˜ ๊ฐ’์ด ์žˆ๋Š” ํ† ํฐ์œผ๋กœ ๋ฌด์šฉ ์ฐฝ์ž‘ ์ž‘ํ’ˆ์„ NFT๋กœ ์†Œ์œ ๊ถŒ์„ ๊ฐ€์งˆ ๊ฒฝ์šฐ ๊ทธ ์ž‘ํ’ˆ์— ์ฝ”๋“œ๊ฐ’์„ ๋ถ€์—ฌ๋ฐ›๊ฒŒ ๋˜๊ณ  ์ด๋ฅผ ๋ธ”๋ก์ฒด์ธ์— ๊ธฐ๋กํ•จ์œผ๋กœ์จ ์˜จ์ „ํžˆ ๋ณธ์ธ์˜ ์ฐฝ์ž‘ํ’ˆ์œผ๋กœ ๊ธฐ๋ก๋  ์ˆ˜ ์žˆ๋‹ค. ๋˜ํ•œ ์ž‘ํ’ˆ์˜ ์†Œ์œ ๊ถŒ์„ ๊ฐ€์ง„ ์›์ž‘์ž์˜ ์ž‘ํ’ˆ์€ ๊ฒฝ์ œ์  ๊ฐ€์น˜๋ฅผ ๊ฐ€์งˆ ์ˆ˜ ์žˆ์œผ๋ฉฐ ์ด๋Š” ์ž‘ํ’ˆ์„ ๋ณต์ œํ•˜๊ฑฐ๋‚˜ ์œ„์กฐ ๋ฐ ์กฐ์ž‘์ด ๋ถˆ๊ฐ€๋Šฅํ•œ ๋ธ”๋ก์ฒด์ธ์˜ ํŠน์„ฑ ๋•Œ๋ฌธ์ด๋‹ค. ๋‘˜์งธ, NFT ๋””์ง€ํ„ธ ์•„ํŠธ ํ”Œ๋žซํผ ํ˜„ํ™ฉ์„ ์‚ดํŽด๋ณด๋‹ˆ ํ”Œ๋ ›ํผ์€ 6๊ฐœ๋กœ Open Sea, Nifty Gateway, Super Rare, Rarible, Strmnft ๋“ฑ์ด๋‹ค. ์ด๋Ÿฌํ•œ NFT ํ”Œ๋žซํ””์€ ์„œ๋กœ ์•ฝ๊ฐ„์˜ ์ฐจ์ด๋Š” ์žˆ์ง€๋งŒ ์‚ฌ์šฉ์ž ์นœํ™”์ ์œผ๋กœ ๊ฐ€์ƒํ™”ํ๋ฅผ ์ด์šฉํ•  ์ˆ˜ ์žˆ๋Š” ์‹œ์Šคํ…œ์„ ๊ฐ–์ถ”๊ณ  ์žˆ์œผ๋ฉฐ NFT๋Š” ์ €์ž‘๋ฌผ๋กœ์„œ ๋˜ ์˜ˆ์ˆ  ์ž‘ํ’ˆ์˜ ํˆฌ์ž ์ˆ˜๋‹จ์œผ๋กœ๋„ ๊ฐ๊ด‘์„ ๋ฐ›๊ณ  ์žˆ์Œ์„ ์•Œ ์ˆ˜ ์žˆ๋‹ค. ์…‹์งธ, ํ˜„์žฌ ํฌ์†Œ์„ฑ์—์„œ ๊ฐ€์น˜๋ฅผ ์ง€๋‹ˆ๋Š” ๊ณ ์œ ํ•œ ๋””์ง€ํ„ธ ์ž์‚ฐ ์‹œ์žฅ์ด ์ˆ˜์š”์ ์œผ๋กœ ์ฆ๊ฐ€ํ•˜๊ณ  ์žˆ์œผ๋ฉฐ ๊ณ ์œ ์„ฑ๊ณผ ๋…์ฐฝ์„ฑ์„ ๊ฐ€์ง„ NFT ๊ธฐ์ˆ ์€ ์˜จ๋ผ์ธ์ƒ์—์„œ ์ƒˆ๋กœ์šด ๊ฐ€๋Šฅ์„ฑ์„ ์ „๋งํ•˜๊ฒŒ ํ•œ๋‹ค. NFT์˜ ๊ฐ€์น˜๋กœ๋Š” ํ† ํฐํ™” ๋œ ์•„์ดํ…œ์˜ ์ €์žฅ ์œ„์น˜์™€ NFT์˜ ์ฝ˜ํ…์ธ ์˜ ์‚ฌ์šฉ ํ™˜๊ฒฝ ๊ทธ๋ฆฌ๊ณ  NFT์˜ ์‚ฌ์šฉ์„ ์ œํ•œํ•˜๋Š” ๋ผ์ด์„ ์Šค ๊ณ„์•ฝ ๋“ฑ์ด๋‹ค. ๊ทธ๋Ÿฌ๋‚˜ NFT์˜ ์ด๋Ÿฌํ•œ ๊ฐ€์น˜ ์ „๋ง์—๋„ ๋ถˆ๊ตฌํ•˜๊ณ  ๋ฌด์šฉ์ž‘ํ’ˆ์˜ ๊ฒฝ์šฐ NFT์— ๋Œ€ํ•œ ๋‹ค์–‘ํ•œ ์—ฐ๊ตฌ๊ฐ€ ํ•„์š”ํ•˜๋‹ค๊ณ  ๋ณธ๋‹ค. ๋„ท์งธ, ๋ฌด์šฉ์ž‘ํ’ˆ์˜ ๋””์ง€ํ„ธ ์‹œ์žฅ์ด ํ™•์žฅ๋  ๊ฒƒ์ด๋ž€ ๊ฐ€๋Šฅ์„ฑ์ด ํฌ๋‹ค. ์˜์ƒ์„ ํ†ตํ•œ ๋””์ง€ํ„ธ ๋ฌด์šฉ์ž‘ํ’ˆํ™”์™€ ์ด๋ฅผ ๋””์ง€ํ„ธ ์ž์‚ฐ์œผ๋กœ์„œ์˜ ๊ฐ€์น˜๋ฅผ ๋”ฐ์ ธ๋ณผ ๋•Œ NFT๋Š” ๋ฌด์šฉ์ž‘ํ’ˆ ์ฐฝ์ž‘์ด๋‚˜ ๋งค๋งค ๋“ฑ์˜ ์ƒˆ๋กœ์šด ๋ฐฉ์‹์ด ๋  ์ˆ˜ ์žˆ์œผ๋ฏ€๋กœ ์•ž์œผ๋กœ ๋ฌด์šฉ์ž‘ํ’ˆ์˜ ๋””์ง€ํ„ธ ์‹œ์žฅ์ด ํ™•์žฅ๋  ๊ฒƒ์œผ๋กœ ๋ณธ๋‹ค. ๊ฒฐ๋ก : ์˜ค๋Š˜๋‚  ์˜ˆ์ˆ ์€ ๋””์ง€ํ„ธ ๊ธฐ์ˆ ์ด ์ธ๊ณต์ง€๋Šฅ์‹œ๋Œ€์— ์˜ˆ์ˆ ์ด ๋˜์—ˆ๋‹ค๊ณ  ํ•  ๋งŒํผ ๊ธฐ์ˆ ์ด ์ค‘์š”ํ•˜๋‹ค. ๋˜ํ•œ ์•ž์œผ๋กœ์˜ ๋ฏธ๋ž˜์‚ฌํšŒ๋Š” ๋ฌธ์ž๋ณด๋‹ค๋Š” ์˜์ƒ์ด๋‚˜ ์ด๋ฏธ์ง€์— ๋”์šฑ ์ง‘์ค‘ํ•  ๊ฒƒ์ด๋ผ๋Š” ์˜ˆ์ธก์„ ๊ฐ€๋Šฅ์ผ€ ํ•œ๋‹ค. ์ด๋Ÿฌํ•œ ์˜ˆ์ธก์€ ๋ฌด์šฉ์ž‘ํ’ˆ์˜ ๋””์ง€ํ„ธ ์‹œ์žฅ์ด ํ™•์žฅ๋  ๊ฒƒ์ด๋ž€ ๊ฐ€๋Šฅ์„ฑ๊ณผ ํ•จ๊ป˜ ์•ž์œผ๋กœ ๋ฌด์šฉ ์•ˆ๋ฌด๊ฐ€๋“ค์€ NFT ๋ฌด์šฉ์ž‘ํ’ˆ์˜ ํ•„์š”์„ฑ์ด๋‚˜ ํ™œ์šฉ์„ฑ ๊ทธ๋ฆฌ๊ณ  ๋ฌด์—‡๋ณด๋‹ค NFT ๊ธฐ์ˆ ์— ๋Œ€ํ•œ ์ดํ•ด์™€ ๊ต์œก์ด ํ•„์š”ํ•˜๋‹ค.

Cultural and Historical Studies
Cultural Industries and Urban Development
Consumer Perception and Purchasing Behavior
Original source
Jun 30, 2023ยทThe e-Business Studies
1 cites
A Study on the Purchasing Factors of Non-Fungible Token in the Age of Digital Transformation

Hyukjun Choi

๋ณธ ์—ฐ๊ตฌ๋Š” 4์ฐจ ์‚ฐ์—…ํ˜๋ช…์‹œ๋Œ€์˜ ํ•ต์‹ฌ ๊ธฐ์ˆ ์ค‘ ํ•˜๋‚˜์ธ ๋ธ”๋ก์ฒด์ธ(Blockchain) ์‹œ์žฅ์ด ๊ธ‰์†ํ•˜๊ฒŒ ์„ฑ์žฅํ•˜๊ณ , ์ตœ๊ทผ NFT(๋Œ€์ฒด๋ถˆ๊ฐ€๋Šฅํ† ํฐ)์— ๋Œ€ํ•œ ๊ด€์‹ฌ๊ณผ ํˆฌ์ž๊ฐ€ ์ง€์†์ ์œผ๋กœ ์ด๋ฃจ์–ด์ง€๊ณ  ์žˆ์–ด ํˆฌ์ž์ž๋“ค์ด NFT๋ฅผ ๊ตฌ๋งคํ•˜๋Š”๋ฐ ์žˆ์–ด ์ค‘์š”ํ•˜๊ฒŒ ๊ณ ๋ คํ•˜๋Š” ์š”์ธ์„ ๋„์ถœํ•˜๊ณ ์ž ํ•˜์˜€๋‹ค. ๋ณธ ์—ฐ๊ตฌ์˜ ๋ถ„์„๋ฐฉ๋ฒ•์€ ๊ณ„์ธต๋ถ„์„์  ์˜์‚ฌ๊ฒฐ์ •๋ฒ•(Analytic Hierarchy Process: AHP)์„ ํ™œ์šฉํ•˜์—ฌ ๊ฐ ์š”์ธ๊ฐ„์˜ ์ƒํ˜ธ๋น„๊ตํ‰๊ฐ€๋ฅผ ํ†ตํ•ด ์ƒ๋Œ€์  ์ค‘์š”๋„๋ฅผ ์‚ฐ์ถœํ•˜์˜€๋‹ค. ๋ถ„์„๊ฒฐ๊ณผ, ์šฐ๋ฆฌ๋‚˜๋ผ ํˆฌ์ž์ž์˜ NFT ๊ตฌ๋งค์‹œ ์ค‘์š”ํ•˜๊ฒŒ ๊ณ ๋ คํ•˜๋Š” ์š”์ธ์œผ๋กœ ์†Œ๋น„์ž ์š”์ธ(0.390)์œผ๋กœ ๊ฐ€์žฅ ๋†’๊ฒŒ ๋‚˜ํƒ€๋‚ฌ์œผ๋ฉฐ, ์ œํ’ˆ ์š”์ธ(0.267), ๊ธฐ์ˆ ์š”์ธ(0.216), ์ƒํ™ฉ์  ์š”์ธ(0.127))์˜ ์ˆœ์œผ๋กœ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ์†Œ๋น„์ž ์š”์ธ ์ค‘ ๊ฐ€์žฅ ์ค‘์š”ํ•˜๊ฒŒ ์ƒ๊ฐํ•˜๋Š” ์š”์ธ์€ โ€˜NFT๊ฐ€ ๊ฐ€์ง„ ํ–ฅํ›„ ๋ฏธ๋ž˜๊ฐ€์น˜ ๋ฐ ์‹ค์ƒํ™œ ์ ์šฉ์—ฌ๋ถ€โ€™์ด๋ฉฐ, ์ œํ’ˆ์š”์ธ์—์„œ๋Š” โ€˜NFT์˜ ๊ณ ์œ ์„ฑ ๋ฐ ํฌ์†Œ์„ฑ ๊ฐ€์น˜โ€™, ์ƒํ™ฉ์š”์ธ์—์„œ๋Š” โ€˜NFT ๊ตฌ๋งค์— ๋Œ€ํ•œ ํƒ€์ธ์˜ ๊ถŒ์œ โ€™, ๊ธฐ์ˆ ์š”์ธ์—์„œ๋Š” โ€™NFT ์œ„๋ณ€์กฐ ๋ถˆ๊ฐ€ ๋ฐ ๋ฌด๊ฒฐ์„ฑํ™•๋ณดโ€˜๋กœ ๋ถ„์„๋˜์—ˆ๋‹ค. NFT๊ฐ€ ํ™œ์„ฑํ™” ๋˜๊ธฐ ์œ„ํ•ด์„œ๋Š” ๋‹ค์–‘ํ•œ ์ด์šฉ์ž๊ฐ€ ์›น3 ์ƒํƒœ๊ณ„์— ์ฐธ์—ฌํ•˜๊ณ  ์‹ ๋ขฐํ•  ์ˆ˜ ์žˆ๋Š” ๊ฑฐ๋ž˜ ํ™˜๊ฒฝ ์ œ๊ณต์„ ์œ„ํ•ด์„œ๋Š” NFT ๊ด€๋ จ ์ œ๋„๊ฐ€ ํ•„์š”ํ•˜๋ฉฐ, ์ •๋ณด๋ณดํ˜ธ๊ด€๋ฆฌ์ฒด๊ณ„(ISMS) ์ธ์ฆ ํš๋“์ด๋‚˜ ๊ฐ€์ƒ์ž์‚ฐ์‚ฌ์—…์ž ์‹ ๊ณ  ๋“ฑ ์‹ ๊ทœ ์‚ฌ์—…์ž๊ฐ€ ์ง„์ž…ํ•  ์ˆ˜ ์žˆ๋„๋ก ๋ช…ํ™•ํ•œ ๊ฐ€์ด๋“œ๋ผ์ธ์ด ํ•„์š”ํ•˜๋‹ค.

Consumer Perception and Purchasing Behavior
Technology and Data Analysis
Original source