인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 저자정보
피인용 0
초록·키워드
Since 2020, the rapid expansion of the non-fungible token (NFT) market has transformed multiple industries, particularly fashion, as luxury brands integrate blockchain-based technologies into digital collectibles. Among the key adopters of fashion NFTs, Chinese male Generation Z consumers exhibit high digital literacy and speculative investment tendencies, making them a critical demographic in shaping NFT consumption trends. However, research on their decision-making processes, motivational drivers, and behavioral patterns remains scarce. This study employs qualitative research methods using grounded theory to explore the underlying mechanisms influencing Gen Z male consumers’ engagement with fashion NFTs. Findings reveal that perception of NFT features—including trend-driven exposure and cultural reliability—directly influences cognitive and emotional responses, particularly regarding financial considerations, risk perception, and gamification incentives. These responses, in turn, shape behavioral intentions and consumption patterns, such as strategic investment behavior and psychological engagement. Additionally, long-term impact and market exit strategies moderate the relationship between consumer perception, emotional responses, and purchasing behavior, influencing whether users sustain engagement or withdraw from the market. This study contributes to NFT consumer behavior research by extending perceived value theory and offering insights into market regulation, brand strategy, and consumer trust in digital assets.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
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