NFT ART의 특성이 지각된 가치에 미치는 영향에 관한 연구
Investigating the Influence of NFT ART Characteristics on Consumer Perceived Value: Insights from Purchasing Experience
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Purpose: NFT ART, based on NFT (Non-Fungible Token) technology, represents a novel form of art that has recently garnered significant attention in the art market. NFT technology enables the assertion of ownership over digital data, which has introduced the concept of ownership into the digital realm. As digital data gains ownership, NFT ART is anticipated to be positively viewed as an investment and expected to become more active due to the characteristics of this new technology. This study was conducted to exclusively extract the distinctive characteristics of NFT ART compared to other forms of art and to understand the perceived value of NFT ART among consumers with purchasing experience. Methods: This study aimed to verify the influence of NFT ART characteristics on perceived value. For data analysis, SPSS 26.0 and R program 4.2.3 versions were used. A total of 320 questionnaires were retrieved, of which all were adopted as valid analytical samples without missing values. Results: The findings indicate that the decentralization, transparency, and scarcity of NFT ART positively influence the perceived usefulness and enjoyment among consumers, while security does not have a significant impact. This suggests that higher levels of decentralization, transparency, and scarcity in NFT ART enhance the perceived usefulness and enjoyment for consumers, significantly influencing the perceived value. Furthermore, it was confirmed that these characteristics are considered important values and perceptions from the consumer's perspective. Conclusion: The research presents a positive outlook for the activation of purchases among consumers considering buying NFT ART, by recognizing the value of benefits. It emphasizes the necessity for benefits for all participants to invigorate the art market. The investigation of this perceived value provides crucial insights for inducing active purchasing behavior in the NFT ART market and serves as a foundational study for further research.
Abstract
Purpose: NFT ART, based on NFT (Non-Fungible Token) technology, represents a novel form of art that has recently garnered significant attention in the art market. NFT technology enables the assertion of ownership over digital data, which has introduced the concept of ownership into the digital realm. As digital data gains ownership, NFT ART is anticipated to be positively viewed as an investment and expected to become more active due to the characteristics of this new technology. This study was conducted to exclusively extract the distinctive characteristics of NFT ART compared to other forms of art and to understand the perceived value of NFT ART among consumers with purchasing experience. Methods: This study aimed to verify the influence of NFT ART characteristics on perceived value. For data analysis, SPSS 26.0 and R program 4.2.3 versions were used. A total of 320 questionnaires were retrieved, of which all were adopted as valid analytical samples without missing values. Results: The findings indicate that the decentralization, transparency, and scarcity of NFT ART positively influence the perceived usefulness and enjoyment among consumers, while security does not have a significant impact. This suggests that higher levels of decentralization, transparency, and scarcity in NFT ART enhance the perceived usefulness and enjoyment for consumers, significantly influencing the perceived value. Furthermore, it was confirmed that these characteristics are considered important values and perceptions from the consumer's perspective. Conclusion: The research presents a positive outlook for the activation of purchases among consumers considering buying NFT ART, by recognizing the value of benefits. It emphasizes the necessity for benefits for all participants to invigorate the art market. The investigation of this perceived value provides crucial insights for inducing active purchasing behavior in the NFT ART market and serves as a foundational study for further research.
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