Investigating the Influence of NFT ART Characteristics on Consumer Perceived Value: Insights from Purchasing Experience

Purpose: Non-Fungible Token (NFT) ART, based on NFT 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, introducing 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. Therefore, this study aims to verify the influence of NFT ART characteristics on perceived value. This study contributes to extracting the distinctive characteristics of NFT ART compared to other forms of art and to understanding the perceived value of NFT ART among consumers with purchasing experience.Methods: This study applied structural equation modeling to explore the relationships among the variables using SPSS 26.0 and R program version 4.2.3. A total of 320 questionnaires were retrieved, all of which 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 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 positive factors for the activating of purchases among consumers considering buying NFT ART. It emphasizes the necessity of benefits for all participants to activate the art market. Additionally, the perceived value provides crucial insights for inducing active purchasing behavior in the NFT ART market and serves as a foundational study for further research.