Abstract
Although the market for NFT digital products in China is still in its early stages of development, a myriad of young individuals have recently become interested in purchasing the recently trendy virtual clothes. In order to probe deep into the value components of virtual products, the author wishes to utilize virtual clothes as a starting point to examine motivations for purchasing virtual products. On the basis of 35 consumer interviews, this study analyzed and offered nine vital motivations for people purchasing virtual clothes. It summarized these reasons as virtual clothes’ hedonic, social, and functional value. In accordance with the study, enhancing social display and interactive elements should be a top priority to make virtual products trade more popular in the future. This research hopes to optimize the design of virtual products, push NFT digital product market ahead and bring value to practitioners and academics.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
