The Effects of Product Features of Korean Professional Baseball NFTs on Customer Perceived Value, Satisfaction, and Purchase Intentions

Abstract

PURPOSE This study aims to provide empirical foundational data for the development of a new profit model in Korean professional baseball. It does so by examining the influence of professional baseball NFT product attributes on customer perceptions of value, satisfaction, and purchase intention.METHODS Data were collected from consumers who have experience purchasing KBOLLECT. A total of 363 samples were collected for analysis. Surveys were utilized for data collection, encompassing 39 items that measured product characteristics, perceived value, satisfaction, purchase intention, and demographic information.</br>Using the collected data, various statistical analyses were conducted including descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression using SPSS version 21. The ensuing results from the correlation analysis and multiple regression analysis are as follows.RESULTS Product features, including aesthetics, symbolism, and scarcity, had a positive impact on consumer’s perceived emotional value. Moreover, product features, encompassing aesthetics, symbolism, scarcity, and creativity played a significant role in enhancing consumer’s perceived economic value. Furthermore, product attributes such as aesthetics, symbolism, and creativity positively contributed to consumer’s perceived social value. Similarly, product features comprising aesthetics, scarcity, creativity, and symbolism positively affected consumer’s perceived intellectual value. Additionally, the research revealed that product features related to aesthetics, symbolism, creativity, and scarcity were instrumental in bolstering consumer. Importantly, these very attributes, including aesthetics, symbolism, scarcity, and creativity, exhibited a positive influence on consumers’ purchase intentions.CONCLUSIONS In conclusion, this study underscores the substantial impact of professional baseball NFT product characteristics on consumers’ perceptions, satisfaction, and purchase intentions. To maintain enduring relationships with consumers who engage with professional baseball NFT products, it is essential to fortify these product attributes and offer diverse services utilizing them.