Department of Industrial Engineering and Management, National Kaohsiung University of Science and Technology, Kaohsiung 807618, Taiwan.
Department of Fashion Design and Management, National Pingtung University of Science and Technology, Pingtung 912301, Taiwan.
Acta Psychol (Amst). 2024 Aug;248:104424. doi: 10.1016/j.actpsy.2024.104424. Epub 2024 Jul 31.
The emergence of non-fungible tokens (NFTs) has elicited both excitement and apprehension among consumers, who find themselves influenced by the perceived scarcity and the perceived risks surrounding these novel digital assets. This study investigates the factors influencing consumer adoption of NFTs by integrating the concepts of perceived scarcity and perceived risks within the theoretical framework of the Theory of Planned Behavior (TPB). Employing structural equation modeling, the research evaluates the impact of perceived scarcity, perceived ease of use, attitudes, subjective norms, perceived behavioral control, and perceived risk on NFT purchase intentions. The findings reveal that perceived scarcity and perceived ease of use significantly positively affect consumers' intentions to purchase NFTs. Conversely, perceived risk exerts a negative effect on purchase intentions. Additionally, the study demonstrates that attitudes, subjective norms, and perceived behavioral control positively affect NFT purchase intentions. This study provides a behavioral roadmap for navigating the complex love-hate relationship consumers have with NFTs, shedding light on the factors that motivate individuals to embrace or avoid these digital collectibles.
非同质化代币 (NFT) 的出现引起了消费者的兴奋和担忧，他们受到这些新型数字资产的稀缺性感知和风险感知的影响。本研究通过在计划行为理论 (TPB) 的理论框架内整合稀缺性感知和风险感知的概念，调查了影响消费者对 NFT 采用的因素。研究采用结构方程模型，评估了稀缺性感知、易用性感知、态度、主观规范、行为控制感知和风险感知对 NFT 购买意愿的影响。研究结果表明，稀缺性感知和易用性感知显著正向影响消费者购买 NFT 的意愿。相反，风险感知对购买意愿产生负面影响。此外，研究还表明，态度、主观规范和行为控制感知正向影响 NFT 的购买意愿。本研究为消费者对 NFT 爱恨交加的复杂关系提供了行为路线图，揭示了促使个人接受或回避这些数字收藏品的因素。
