FACTORS EFFECTING PURCHASE INTENTION IN BLOCKCHAIN AND NFT (NON-FUNGIBLE TOKEN) TECHNOLOGIES

Abstract

Digitalization began to find a place in every industry faster than expected with COVID-19. Although terms such as Blockchain, NFT, Web 3.0, and Metaverse, which entered our lives with digitalization, are still very new, they will create a paradigm shift from standard business models. Blockchain technologies, especially NFTs, are creating a new opportunity for brands and creative industries as the frontrunner of digitalization with the innovative approach that is driven by scarcity, a new medium to connect with fans, and decentralized distribution power. This paper aims examine the effects of perceived value -with its predecessors scarcity, ownership & uniqueness- and trust in blockchain on the purchase intention of NFTs, considering the technology adoption. In this regard, data was collected via questionnaire from NFT owners with different nations in Discord channels using convenience sampling technique. SEM was performed as statistical analysis, and the results indicated technology adoption is a significant variable on trust in blockchain, which has a direct effect on purchase intention. On the hand, even though scarcity and ownership were positively associated with perceived value, this construct had no statistically significant effect on purchase intention.

Keywords

• NFT
• Blockchain
• Scarcity
• Purchase Intention
• Technology Adoption

BLOKZİNCİR ve NFT (NİTELİKLİ FİKRİ TAPU) TEKNOLOJİLERİNDE SATIN ALMA NİYETİNİ ETKİLEYEN FAKTÖRLER

Abstract

Dijitalleşme, COVID-19 pandemisi ile birlikte tüm sektörlerde beklenenden daha hızlı yer bulmaya başladı. Dijitalleşme ile hayatımıza giren blokzincir, NFT, Web 3.0, Metaverse gibi kavramlar henüz çok yeni olsa da, standart iş modellerinde paradigma kayması yaratacağı öngörülmektedir. Blokzincir teknolojileri, özellikle de NFT'ler, kıtlık, hayranlarla bağlantı kurmak için yeni bir ortam ve merkezi olmayan dağıtım gücü tarafından yönlendirilen yenilikçi yaklaşımla dijitalleşmenin öncüsü olarak markalar ve yaratıcı endüstriler için yeni bir fırsat yaratmaktadır. Bu çalışma, kıtlık, mülkiyet ve benzersizlik gibi kavramların algılanan değer üzerindeki etkisini, ayrıca algılanan değer ve blokzincire olan güvenin de, teknoloji adaptasyonu göz önünde bulundurularak NFT'lerin satın alma niyeti üzerindeki etkilerini incelemeyi amaçlamaktadır. Bu bağlamda, Discord kanallarında farklı uluslara sahip NFT sahiplerinden kolayda örnekleme tekniği kullanılarak anket yoluyla veriler toplanmıştır. Yapısal eşitlik modellemesi analizi sonucunda, teknoloji adaptasyonunun, blokzincire olan güvende önemli bir değişken olduğu ve güvenin de satın alma niyeti üzerinde doğrudan bir etkisinin olduğu ortaya çıkmıştır. Öte yandan, kıtlık ve sahiplik algılanan değerle pozitif olarak ilişkili olsa da, bu yapının satın alma niyeti üzerinde istatistiksel olarak anlamlı bir etkisi bulunamamıştır.

Keywords

• Blokzincir
• Kıtlık
• Satın Alma Niyeti
• Teknoloji Adaptasyonu

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