What is it about?
This study explores how understanding and perception of Non-Fungible Tokens (NFTs) affect customers’ intention to buy fashion-related NFT products. We specifically looked at how customer knowledge (how much a person knows about NFTs) and product uniqueness (how different or special the NFT is perceived to be) influence the decision to purchase fashion NFTs. By surveying 307 people in Indonesia, our findings show that both knowledge and uniqueness significantly increase the likelihood of someone intending to buy fashion NFTs. Additionally, we found that when customers perceive an NFT as unique, this further strengthens the link between knowledge and purchase intention.
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Why is it important?
As NFTs are becoming more popular, especially in fashion, this research provides insights that help brands better understand how to engage potential customers. Our findings highlight the importance of educating consumers and showcasing the uniqueness of NFT products to increase interest and purchase intent. For brands entering the NFT space, these results offer practical strategies for enhancing customer engagement and standing out in the competitive digital marketplace.
Perspectives
From my perspective as a co-author, this study opens the door to further understanding how digital assets like NFTs are reshaping consumer behavior, particularly in the fashion industry. Given the novelty of NFTs, I believe this research contributes significantly to how brands can leverage this technology to create more personalized and unique shopping experiences for customers. As the fashion world continues to embrace digital transformation, NFTs could play a key role in enhancing brand value and customer loyalty.
Assist. Prof. Imam Salehudin
Universitas Indonesia
Read the Original
This page is a summary of: THE EFFECT OF CUSTOMER KNOWLEDGE AND PRODUCT UNIQUENESS ON PURCHASE INTENTION OF FASHION NFT, E-Jurnal Ekonomi dan Bisnis Universitas Udayana, August 2024, Universitas Udayana,
DOI: 10.24843/eeb.2024.v13.i08.p01.
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