The Effects of NFT Properties on Consumer Purchase Intention: Mediating Role of Consumer Pursuit

The Effects of NFT Properties on Consumer Purchase Intention: Mediating Role of Consumer Pursuit

The purpose of this study is to investigate the relationship between the attributes of NFT, consumer purchase intention, and individual pursuit value. To achieve this purpose, frequency analysis, correlation analysis, and multiple regression analysis were conducted through SPSS 26.0 based on data from 300 people with experience in using NFT. It was found that NFT attributes affected NFT purchase intention to purchase. In other words, stability, profitability, appearance, and scarcity, which were analyzed as NFT attributes, were found to have a significant positive (+) effect on NFT purchase intention. These research results suggest that marketing significance can be aroused when marketing using NFT is conducted in the future.