Abstract
ABSTRACT In recent years, the growing interest in non-fungible tokens (NFTs) has triggered substantial academic and commercial interest. NFTs, are disruptively transforming the realms of art, entertainment, and investment. Exploring the factors that drive individuals to invest in these digital collectibles is central for understanding the broader implications of this innovative financial trend. In this direction, our study investigated the user characteristics, technology characteristics, social influence the user’s intention to invest in NFTs, moderated by investor’s habits. This research extended the theory of trying by including precursors of the NFT trial attitude, such as optimism, innovativeness, discomfort, and insecurity (users); Governance considerations and extendibility (process); and digital asset ownership and indivisibility (technology) and social influence. Structural equation modeling analyzed the data collected from 278 investors through a structured questionnaire. The finding indicates that a trying attitude significantly impacted the intentions to invest in NFTs. Precursors impacting trying attitude included optimism, innovativeness, insecurity, digital asset ownership, indivisibility, and social influence. However, discomfort, Governance considerations, and extendibility were not significant. The study offered theoretical and practical implications to individual investors and the broader digital asset landscape and slated directions for future research.
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