Non-fungible Tokens Research Articles

Examining the Impact of Digital Economy on Consumer Preferences in the Metaverse Era: An Empirical Study on the Role of NFTs and Tokenization in Changing Purchase Intentions

This study aims to investigate the impact of the digital economy on consumer preferences in the Metaverse era, focusing on the role of Non-Fungible Tokens (NFTs) and tokenization in changing purchase intentions. Using a mixed-methods approach, this study combines quantitative and qualitative analysis to gain a comprehensive understanding of the key determinants of consumer purchase intentions in a rapidly evolving digital context. The results of the quantitative analysis show that perceived value, trust in blockchain technology, and user experience significantly influence consumer purchase intentions towards NFTs. Qualitative analysis through in-depth interviews reveals that scarcity, digital ownership, and community involvement are the main factors driving NFT adoption, while lack of technological understanding and regulatory uncertainty are the main barriers. This study also introduces novelty through the use of machine learning-based sentiment analysis and social network analysis to explore the role of social interactions in the formation of purchase intentions. These findings make important contributions to the literature on the digital economy by offering new insights into consumer dynamics in the Metaverse and highlighting the need for marketing strategies that focus on creating community value and immersive user experiences. Practical implications of this study include the need for consumer education and clear regulations to increase NFT adoption, as well as marketing strategies that leverage the emotional value and scarcity of digital assets. This research contributes to a better understanding of consumer behavior in the digital age and offers recommendations for further research in this area.

Identifying NFT consumer segments: a consumption value theory and luxury perspective

PurposeThe present research takes a qualitative approach to examine young adult consumers’ perceptions and intentions toward non-fungible tokens (NFTs). The goal of the study is to identify consumer sub-segments of young adults based on their perceptions of/intentions toward NFTs.Design/methodology/approachThis research utilized qualitative/thematic analysis.FindingsThe results revealed three sub-segments of young adults with different perceptions of NFTs. The largest group, Authenticators, perceive NFTs as luxurious digital possessions that are prestigious, have premium prices and are high quality. They are most likely to be early/late majority, but some are innovators/early adopters. The second-largest group, Pessimists, hold negative views about NFTs, seeing them as fads, silly and/or a waste of time and believing that investing in them is risky. These individuals are most likely to be laggards in terms of adoption. The smallest group, Futurists, hold forward-thinking views about NFTs. They are most likely to see themselves as innovators/early adopters, think of NFTs as the future of asset ownership, investment and digital life, and do not perceive them as overly risky.Originality/valueThe findings add to the scant literature on NFTs in marketing by documenting three potential sub-segments of young adult consumers for NFTs. NFT marketers should take care in effectively marketing NFTs’ value and addressing their risks to consumers as they relate to the identified consumer segments.

A Study on the Impact of Indian Taxation on Virtual Digital Assets in India

The study explores the implications of India's taxation policies on Virtual Digital Assets (VDAs), including crypto currencies and non-fungible tokens (NFTs). With the introduction of the Finance Act of 2022, which imposed a 30% tax on VDA profits and a 1% Tax Deducted at Source (TDS) on transactions, the digital asset landscape in India has undergone significant shifts. This research examines the economic and behavioural impact of these regulations on individual investors, start-ups, and the broader VDA ecosystem. The findings suggest that the flat tax rate and TDS have led to reduced market liquidity and deterred small-scale traders, highlighting challenges in compliance and record-keeping. However, these measures also formalize the VDA market, potentially attracting institutional investors by providing regulatory clarity. The study identifies gaps in the current policies and offers recommendations to balance regulation with market growth, ensuring a sustainable future for India's VDA sector.

Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: The role of perceived authenticity

Non-fungible tokens (NFTs) are increasingly used to safeguard luxury products from counterfeits. Despite their increasing adoption, limited research has investigated how brands should communicate the use of NFTs—a novel and complex concept for consumers to comprehend—to maximize their benefits. This research aims to examine this gap by highlighting that the ease of visualization is critical for effective communication. Study 1A demonstrated that consumers prefer a visualized NFT to a non-visualized one for authenticating a luxury product. Study 1B further demonstrated that consumers place greater trust in a visualized NFT and are willing to pay higher prices for luxury products that utilize it. Study 2 demonstrated that consumers have more favorable attitudes toward a luxury product that features an easy-to-visualize NFT than those with a difficult-to-visualize NFT and that perceived authenticity mediates this effect. Finally, Study 3 demonstrated that the positive impacts of easy-to-visualize NFT cues were more significant for luxury than non-luxury products. Subsequently, this study suggests an effective communication strategy for NFT use and provides managerial implications for luxury brands aiming to maximize the benefits of using NFTs.

Time-frequency comovements between news sentiments, Non-fungible tokens, and DeFi assets: evidence from the wavelet analysis

ABSTRACT Growth in digitalization has created a potential boost for Non-fungible tokens (NFTs) and decentralized finance (DeFis) assets in the modern world. Therefore, this study aims to examine the comovement between the recently developed comprehensive measure of news sentiment index (NSI) and selected digital assets. For this purpose, we have utilized the wavelet transform, wavelet correlation, and wavelet coherence econometric model to assess interdependency in both time and frequency between news sentiments and digital assets. Our wavelet correlation and covariance results suggest that almost all the digital assets exhibit a negative relationship with NSI. Moreover, the wavelet coherence results confirm that there is no significant comovement in the short to medium-term horizon, suggesting that both NFTs and DeFi can be used as hedges against the NSI. Furthermore, we observe small patches of significant negative comovement between NSI and digital assets in the long term, which correspond to the initial days of COVID-19. Our results confirm selected digital assets’ hedging role against news-driven uncertainty. This study finding provides essential information to policymakers, international investors, and investment managers to make effective decisions.

Blockchain Technology: Unlocking New Frontiers in Data Management and Transparency

This article explores the transformative potential of blockchain technology in revolutionizing data management and enhancing transparency across various industries. As a decentralized, immutable ledger system, blockchain offers a secure and efficient way to record, share, and verify information, eliminating the need for intermediaries and reducing the risk of fraud. The article reviews the fundamental principles of blockchain, including distributed consensus, cryptographic security, and smart contracts, to highlight how these features improve data integrity and trust in digital transactions. Through case studies in sectors such as finance, supply chain management, healthcare, and government services, the article demonstrates how blockchain can streamline operations, reduce costs, and promote accountability. Particular attention is given to the role of blockchain in improving transparency by providing an auditable and tamper-proof record of transactions, which is especially valuable in industries prone to corruption and data manipulation. The article also addresses the challenges facing blockchain adoption, including scalability issues, regulatory concerns, and the need for standardization. Additionally, the potential of blockchain in emerging applications, such as decentralized finance (DeFi) and non-fungible tokens (NFTs), is discussed, highlighting the technology’s expanding role in reshaping digital economies. The article concludes by emphasizing that while blockchain is still in its developmental stages, its ability to foster greater transparency and more secure data management systems positions it as a key driver of innovation in the digital age. Future research is recommended to explore further integration strategies and address challenges in widespread blockchain adoption.

Tailoring customer segmentation strategies for luxury brands in the NFT market – The case of SUPERGUCCI

This study navigates the intersection of luxury fashion brands and Non-Fungible Tokens (NFTs) in the digital realm. By examining customer segments within the luxury NFT market, this study unfolds insights into changing market trends, consumer behaviors, and brand strategies. Employing data mining approaches, XPath analysis and the k-means clustering algorithm, this study examines user characteristics and behavior on the OpenSea platform, the largest NFT marketplace, with a specific focus on the SUPERGUCCI NFT collection by Gucci. This study identifies three distinct clusters, namely, speculators, casual collectors, and cryptocurrency natives, as well as their characteristics and behavior. The findings illustrate the significant impact of NFTs on customer segmentation and engagement, offering strategic insights for luxury brands navigating technological advancements. As the luxury sector evolves, this study enhances understanding of NFTs' role in consumer engagement and retail strategy within the digital age.

Sustainable digital fashion in a metaverse ecosystem

The fashion industry ranks among the top polluters globally, yet the emergence of virtual worlds offers a chance for brands to switch to digital clothing as a greener option. This research explores whether the metaverse can enhance sustainability in fashion or worsen environmental issues, especially those linked to non-fungible tokens (NFTs). We introduce a game theory model to analyze the strategic dynamics between brand manufacturers and digital fashion platforms, factoring in platforms' abilities to reduce emissions. The model uncovers how these uncertainties influence pricing, investment, and performance outcomes. Our analysis is supported by a case study on DressX, a prominent digital fashion platform, showing that digital fashion brings technological innovation and environmental advantages. Platforms with greater emission reduction capacities and their collaborators witness increased revenues. However, information asymmetry complicates strategic decision-making, and the environmental implications of digital technologies underpinning the metaverse remain a critical concern. Platforms with advanced capabilities gain a competitive edge by managing costs effectively, whereas manufacturers profit at the platforms' expense. However, there is a strategic equilibrium that benefits both sides. Our study indicates that maximizing the environmental benefits of digital fashion demands responsible actions from all stakeholders, including careful technology selection, clear communication of capabilities, cost management, and strategic cooperation. Our game theory approach, combined with a real-world case study, provides a unique perspective on the strategic and environmental dynamics of digital fashion in the metaverse, contributing to the growing body of literature on sustainable fashion and digital ecosystems.

The impact of digital fashion marketing on purchase intention

PurposeThis study aims to examine the effect of digital fashion marketing on consumer purchase intentions. Rooted in the stimulus–organism–response framework, it explores how digital marketing strategies in the fashion industry influence consumer attitudes and satisfaction, ultimately affecting their purchasing decisions.Design/methodology/approachIt is mainly focused on the attitudes, satisfaction, and purchase intentions of young consumers in China and South Korea toward fashion brands stimulated by digital fashion shows and non-fungible tokens. This study modifies the research model through case studies, collects data through questionnaires, and analyzes the data using fsQCA and AMOS.FindingsThe findings of the fsQCA study show that stimuli impact consumers’ attitudes, satisfaction, involvement, and willingness to rewatch. The multigroup analysis shows that social norms and images have a greater influence on individuals in China, whereas Korea has a higher direct effect of individual involvement on consumption behavior.Originality/valueThe study is useful for global fashion brands because it emphasizes the role of digital innovations in shaping consumer–brand relationships and makes strategic recommendations for sustainable growth in the digital fashion landscape.

Ownership in the 21st century: property law of digital assets

ABSTRACT ‘If buying isn’t owning, then piracy isn’t stealing,’ is a common refrain on the internet. With this in mind, the article delves into the landscape of property rights concerning digital assets, debunks common misconceptions and clarifies their legal position in the evolving economy. Through an analysis of their intangible nature, the article argues that digital assets are more akin to intellectual property than to tangible assets. Drawing on a spectrum of case law recognising digital assets as objects of property rights, it examines property law in various legal systems, ranging from common law jurisdictions such as the United States, the United Kingdom and New Zealand, to civil law systems such as Germany, China and Poland. It also explores the notion of digital assets as contractual claims and navigates the complexities of conflicts of laws, advocating for a universal framework to protect digital property and data ownership beyond the realm of Non-Fungible Tokens (NFTs).

Rarity, the WTA-WTP disparity, and price adjustments in the NFT market

Non-fungible tokens (NFTs) have become popular and are frequently traded in marketplaces. The current study examines how an NFT’s within-collection rarity influences sellers’ and buyers’ pricing and pricing dynamics. Relying on the pricing history of CryptoPunks, one of the most famous and valuable NFT collections, we find that rarity’s positive impact on willingness to accept is greater than on willingness to pay, which generates a larger pricing disparity. We further examine rarity’s impact on subsequent price adjustments and find that as rarity increases, buyers are more inclined to make greater price concessions, and sellers are reluctant to reduce their prices. Results also show that rarity’s positive impact on pricing is moderated by the NFT’s past ownership, agents’ trading experiences, and agents’ average holding periods for previous NFTs. Finally, an experiment reveals the mediating role of the focus on rarity that sellers tend to consider more about the NFT’s rarity than buyers, and therefore rarity’s positive impact on pricing is more salient for sellers than buyers.

NFT: An Episode in Digital Arts

The development of digital art has been marked by numerous transformative phases, with the rise of NFTs (non-fungible tokens) representing a pivotal moment in its evolution. This paper posits that the ascent of NFT art is closely linked to the COVID-19 pandemic, which catalyzed a shift towards digital mediums and redefined the relationship between art and technology. NFTs not only revolutionized the creation, distribution, and monetization of digital art by embedding databases and data archives into the artwork itself, but they also challenged traditional notions of ownership and value in the art world. This study examines how NFTs altered the perception of digital art, particularly during the pandemic, and investigates the factors contributing to the subsequent decline in their prominence after the initial surge of interest.

An Analysis of the Adaptability of Switzerland’s Financial Regulatory Framework to Blockchain and Digital Currency Innovations

Switzerland has emerged as a global leader in the regulation of blockchain technology and digital currencies, attracting numerous blockchain startups and investors to its “Crypto Valley.” This paper provides an in-depth analysis of Switzerland’s financial regulatory framework, examining its adaptability to blockchain and digital currency innovations. The study highlights the proactive stance of the Swiss Financial Market Supervisory Authority (FINMA) and the enactment of the Blockchain Act, which have created a flexible and forward-thinking legal environment. Furthermore, the paper explores the opportunities afforded by Switzerland’s regulatory framework, such as legal certainty, privacy protection, and access to European markets. However, it also addresses the challenges that remain, including regulatory arbitrage, scalability issues, and the unique regulatory complexities introduced by decentralized finance (DeFi) and non-fungible tokens (NFTs). The findings suggest that while Switzerland has built a conducive ecosystem for blockchain innovation, it must continue to adapt its regulatory framework to maintain its leadership position in an ever-evolving global landscape.

Правовой анализ доходных видеоигр

The purpose of this study is to provide an in-depth legal analysis of the phenomenon of profitable video games, the copyright holders of which, unlike the owners of online computer games of previous generations, recognise the copyright of users in the works created or processed by them, and provide players with the opportunity to dispose of their intellectual rights to make a profit. The work employs scientific methods to analyse contentious relationships in the legal aspects of profitable video games and compares different approaches to their regulation. The fundamental legal differences in the conditions for using free and profitable video games have been identified and analysed. The paper provides the systematisation and discloses the legal nature of methods players use to generate income within network computer games. The research discovers the legal, organisational, and economic reasons and risks leading to the non-recognition of user copyrights and the imposition of a ban on their disposal by copyright holders of free video games. A mechanism has been discovered and disclosed that allowed the owners of profitable video games to eliminate intellectual and legal risks, recognise gamers’ copyrights to the works they created and launch the legal circulation of rights to them. The work analyses the model for using the blockchain infrastructure and non-fungible tokens as its elements for fixing and disposing of rights to user-generated gaming artefacts. The smart contract as the legal instrument of blockchain platforms is critically analysed. Authors made their proposals to improve the legal efficiency of a smart contract by adding a system of standard public licenses. The scientific novelty of the work lies in explaining the legal nature of the phenomenon of profitable video games and the mechanism for disposing of copyrights within them, as well as in proving the absence of identity between a profitable video game and such an object of special regulation as gambling. The practical significance of the article consists in the applicability of its results for improving the legal regulation in the context of the complication of the ecosystem, the growth of the market and the scale of the audience of online computer games.

WHEN IP MEETS NFTs: THE CASE FOR INTELLECTUAL PROPERTY PROTECTION FOR NON-FUNGIBLE TOKENS

The world has seen enormous disruption by new age technologies in every domain of today's economy including the arena of art, music and entertainment. Furthermore, the impact of artificial intelligence and blockchain technology particularly the Non Fungible Tokens (NFTs) has overwhelmed scholars about their understanding of laws related to intellectual property. Advances in technology are expanding the scope of intellectual property beyond traditional patents, trademarks, designs, trade secrets, plant breeders' rights, and more. Various issues related to intellectual property have taken centre stage in the world of NFTs and Blockchains. Intellectual property disputes over virtual goods and NFTs are on the rise, and countries across the world are endeavoring to address the issues related to the protection of virtual goods. This article analyses the nature and scope of protection granted to virtual goods and NFTs in major jurisdictions viz the US and China. Further, the article analyses if the provisions of Indian IP Laws particularly the Trademarks and Designs Acts are sufficient to grant protection to the virtual goods.

РЕЄСТРАЦІЯ ПРАВА ІНТЕЛЕКТУАЛЬНОЇ ВЛАСНОСТІ НА ОСНОВІ ТЕХНОЛОГІЇ БЛОКЧЕЙН

The widespread implementation of blockchain technologies fundamentally changes many processes in the socio-economic and cultural life of modern society. The high level of investment in the implementation of this technology, especially in the field of digital art, confirms the perspective and high interest of business in the further development of the blockchain. At the same time, the appearance of a large number of digital works of art and the possibility of electronic access to the latest developments actualize the issue of copyright protection and quick obtaining of intellectual property (IP) documentation. This issue is also important for teachers and educational institutions because it allows them to protect the results of their work, promote innovation and knowledge in the field. The use of non-fungible tokens is one of the most promising directions for the protection of intellectual property. The article analyzes the experience of implementing blockchain technologies in the process of obtaining intellectual property documents and patents, and copyright protection in general, and also considers systems and platforms designed for copyright protection. We present the model of authorship registration and obtaining IP documents based on blockchain technology. The user’s authorship will be represented in the form of a non-fungible token (NFT), which contains all information about this intellectual property and confirms the user's right to it. Each NFT is unique, allowing creators to present their creations in digital form with guaranteed proof of authorship. In addition, the article presents a fragment of the requirements for the tokenomics model and a diagram of the interaction of agents in the context of the functioning of tokenomics and the model as a whole. During the research, an NFT model was developed. It represents an intellectual property document certifying the authors’ rights to intellectual property objects. We implemented a smart contract that manages the creation and transfer of NFTs using the Cadence language on the Flow blockchain. In addition, the key functional requirements for the system were implemented, among them: registration of authors and experts (reviewers), adding keywords for the selection of experts (reviewers), searching for relevant experts by keywords, implementation of payment functions for reviewers for work performed.

Discovering the critical factors of affecting non-fungible tokens (NFT) purchase intention

This research is to explore the critical factors that affect the NFT trade and investigate the associated relationships of trust, security, privacy, attitudes, and purchase intentions. An empirical survey was conducted and then analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the proposed research model. The results showed that risk perception, trust, and attitude have significant positive correlations with participants' intentions to purchase NFTs; in particular, trust and attitude play critical mediating roles in a proposed conceptual framework. The study's findings can offer valuable insights for decision making processes of stakeholders in the NFT market.

Corpus-based critical discourse analysis of NFT art within mainstream art-market discourse and implications for the political economy of digital art

The recent advent of non-fungible tokens (NFTs) has profoundly disrupted the contemporary art market, but their status remains contested. While advocates tout the democratising potential of NFTs, critics dismiss them as a speculative bubble. This study elucidates the position of NFT art within mainstream art market discourse through an interdisciplinary analysis synthesising critical discourse analysis, corpus linguistics, and the political economy of art. Examining three key 2023 art market reports furnishes empirical insights into how influential institutions frame and valorise NFT art. Linguistic patterns reveal NFTs’ increasingly solid yet variable positioning across art market segments. NFT art appears well-integrated into mainstream discourse but remains emergent at the high end. The analysis reveals a complex picture, with the data showing both positive institutional framing and valorisation of NFT art, as well as the identification of ethical tensions and concerns around issues of accessibility, diversity, and sustainability within the NFT art market discourse. We find NFT art simultaneously amplifies and challenges existing hierarchies, creating new opportunities counterposed by risks.

Adoption of NFT transaction in metaverse platform: a trust transfer approach to leverage trust among users

Purpose Recent growth of metaverse adoption has impacted the adoption of nonfungible tokens (NFTs) which is becoming increasingly attractive. Recently, researchers have explored the adoption of NFTs in metaverse platform. However, considering the risk involved in the transaction, the need for trust on NFT transaction arises. Drawing on trust transfer theory, this study aims to fill this gap by investigating the trust transfer process from trust on metaverse platform and online payment. Moreover, the moderating effect of perceived effectiveness of dispute resolution (PEDR) between trust and adoption of NFT transaction in metaverse platform is explored. Design/methodology/approach This study adopts an empirical approach using a questionnaire survey in India based on simple random sampling technique and is analyzed using structural equation modeling through the Smart PLS software. Findings The findings reveal that users with a higher trust disposition will trust the metaverse platforms, online payments and NFT transactions in the metaverse. Also, the study reveals that trust transfers from the metaverse platform and online payments toward NFT transactions in the metaverse, which further leads to the adoption intent of NFT. The study provides information for platforms on how the trust transfer process occurs and how to manage conflict resolution to attract the trust of users to use NFTs in their transaction. Research limitations/implications The study makes a valuable contribution by identifying the significant impact of trust disposition and social influence in explaining user trust in NFT transactions within the metaverse. Also, the study explores how established trust in conventional online payment mechanisms translates and contributes to trust-building on NFTs and transactional contexts within virtual worlds. Practical implications This study implies that ensuring robust security measures for NFT transactions, such as two-factor authentication, blockchain verification and secure wallets, can reassure users with different levels of trust disposition. Social implications Metaverse platforms should focus on educating users about how trust operates within their environment by providing tutorials, FAQs and support channels to help users navigate the process confidently. Highlighting security measures, user rights and privacy protections can enhance trust toward NFT payment. Originality/value To the best of the authors’ knowledge, this study contributes to research as it is the first of its kind study to explore the factors affecting adoption intent of NFTs transaction in metaverse platform using trust transfer theory. Thereby, developing substantial theoretical and practical contributions by considering an emerging technology.

Mapping the trajectory of blockchain technology and non-fungible tokens: a comprehensive bibliometric analysis

Mapping the trajectory of blockchain technology and non-fungible tokens: a comprehensive bibliometric analysis