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http://dx.doi.org/10.9716/KITS.2022.21.4.105

Exploring Factors that Affect Content Creators' Participation in the NFT Market: Applying Mixed-methods Approach  

Yang, Ji Hoon (한국문화관광연구원 문화산업연구센터)
Yoon, Sang-Hyeak (한국기술교육대학교 산업경영학부)
Publication Information
Journal of Information Technology Services / v.21, no.4, 2022 , pp. 105-122 More about this Journal
Abstract
NFTs, which guarantee ownership of digital files using blockchain technology, are the new field for the content industry. The NFT provided new opportunities for content creators to trade digital contents without going through mediation freely. Additionally, collectors and investors can safely and easily own their works without the threat of illegal copies. However, since only a limited number of content creators are participating in the NFT market, there needs to be an influx of various content creators and a process of popularization for this market to grow and develop into the main stage. Furthermore, research on NFT has been limited, and understanding the drivers of creators choosing to participate in NFT is insufficient. Thus, this study aims to identify the factors affecting content creators participating in NFT by applying a mixed-methods approach and presenting practical implications. Using topic modeling and in-depth interviews, this study derives the positive and negative factors and suggests strategies to activate content creators' participation in the NFT market. Through this, we can guide that management implication to reduce the risks and costs of participating in NFTs is needed to encourage the participation of creators. It will also provide insight into ways to develop the NFT content market.
Keywords
NFT; Content Creators; Mixed-methods; NFT Art Market; Topic Modeling; In-depth Interviews;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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