한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제32권1호
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  • Pages.53-84
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  • 2023
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  • 1229-8476(pISSN)
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  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
권호 표지
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Non-Fungible Token(NFT) 소비자의 구매행동을 이끄는 요인은 무엇인가?: 심리적 소유감의 조절효과를 중심으로

What Drives Consumer Purchase Behavior of Non-Fungbile Token(NFT) Collectibles?: the Moderating Role of Psychological Ownership

  • 나화승 (연세대학교 정보대학원) ;
  • 이상우 (연세대학교 정보대학원)
  • 투고 : 2023.02.22
  • 심사 : 2023.03.20
  • 발행 : 2023.03.31
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초록

Purpose The purpose of this study is to understand the factors that influence the purchasing behavior of NFT collectibles consumers, using the value-based acceptance model (VAM). As the use of NFTs is predicted to become more widespread in the near future, it is important to explore how these consumers make purchasing decisions. Design/methodology/approach This study employed text analysis and in-depth interviews to identify the factors of benefits and sacrifices perceived by consumers. Based on the results of the exploratory study, a research model and hypotheses were established. To test the hypotheses, an online survey was conducted, and the data was analyzed using a structural equation model. Findings The major findings of this study showed that perceived benefit factors had a significant positive impact on consumers' perceived value of NFT collectibles, whereas perceived sacrifice factors did not have a significant effect on perceived value. Also, when consumers' social needs were met, their perceived value was highest. Lastly, the effect of perceived value on purchase intention was not affected by the level of psychological ownership.

키워드

과제정보

본 연구는 과학기술정보통신부 및 정보통신기획평가원의 대학ICT연구센터육성지원사업의 결과로 수행되었음 (IITP-2020-0-01749)

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