Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention

What is it about?

Non-fungible tokens (NFTs) have sparked growing interest in the sport industry as they promise innovative growth opportunities by generating revenue via novel products such as digital collectibles which can be owned and traded on dedicated platforms. Despite this promising outlook, it currently seems unclear how sports NFTs should be designed and which features they should offer to align with consumer values, effectively meet their needs, and ultimately drive Purchase Intention. This study seeks to offer advice on concrete characteristics sports NFTs should possess in order to foster mainstream adoption.

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