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korean management review - Vol. 53 , No. 5

[ Article ]
korean management review - Vol. 53, No. 5, pp. 1187-1225
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2024
Received 11 Jan 2024 Revised 08 May 2024 Accepted 27 May 2024
DOI: https://doi.org/10.17287/kmr.2024.53.5.1187

Attraction to Buy Digital Assets: Analysis of Factors Influencing the Decision Process of Non-Fungible Token(NFT) purchase intention
Jung In Hong ; Young Wook Seo
(First Author) Oracle Korea (gruvboogi@gmail.com)
(Corresponding Author) Daejeon University (seoyy123@gmail.com)

디지털 자산 구매에 대한 이끌림: 대체불가토큰(NFT) 구매의도 결정 과정의 영향 요인 분석
홍정인 ; 서영욱
(주저자) 한국오라클
(교신저자) 대전대학교

Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The purpose of this study is to analyze an individual's NFT purchase intention based on the theory of planned behavior. A research model was designed to analyze the influence of attitude, subjective norm, and perceived behavioral control on NFT purchase intention, the influence of perceived usefulness and perceived ease of use on attitude, and the influence and moderating effect of NFT purchase characteristic groups such as NFT uncertainty, FOMO, and personal innovativeness on attitude and NFT purchase intention. Data analysis was conducted using PLS analysis and bootstrapping test using 215 samples of cryptocurrency purchaser data, and the analysis tools used were Excel and SmartPLS. The influence of attitude, subjective norm, perceived behavioral control, NFT uncertainty, FOMO, and personal innovativeness on NFT purchase intention was confirmed. Only the effects of perceived usefulness and NFT uncertainty on attitude were confirmed. NFT uncertainty, FOMO, and personal innovativeness were confirmed to moderate the influence of attitude on NFT purchase intention. In addition, the mediating effect and indirect effect of attitude were also reported.

초록

본 연구의 목적은 계획행동이론을 바탕으로 개인의 NFT구매의도를 분석하는 것이다. NFT구매의도에 대해 태도, 주관적 규범, 인지된 행동통제의 영향과 태도에 대한 인지된 유용성과 인지된 사용용이성의 영향, 그리고 NFT구매 특성 그룹인 NFT불확실성, FOMO, 개인혁신성이 태도와 NFT구매의도에 미치는 영향 및 조절 효과를 분석하기 위한 연구모형을 설계하였다. 데이터 분석은 암호화폐 구매자 데이터 215개의 샘플을 사용하여 PLS분석과 부트스트래핑 검정을 진행하였고 사용된 분석도구는 Excel, SmartPLS이다. NFT구매의도에 대해 태도, 주관적 규범, 인지된 행동통제, NFT불확실성, FOMO 및 개인혁신성의 영향이 확인되었다. 태도에 대해서 인지된 유용성, NFT불확실성의 효과만이 확인되었다. NFT불확실성, FOMO 및 개인혁신성은 NFT구매의도에 대한 태도의 영향을 조절하는 것으로 확인되었다. 추가로 태도의 매개효과 및 간접효과에 대해서도 함께 보고하였다.


Keywords: Theory of Planned Behavior, Non-Fungible Token, NFT, Purchase Intention, Uncertainty, FOMO, Personal Innovativeness
키워드: 계획된행동이론, 대체불가토큰, 구매의도, 불확실성, 개인혁신성

Acknowledgments

This paper is based on the first author’s Ph.D. dissertation at Daejeon University (in 2023).


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∙ 저자 홍정인은 대전대학교 일반대학원에서 경영컨설팅학 박사학위를 취득하였다. 연구 관심 분야는 기술 수용 및 지속 사용에 관한 인간 행동 심리이다.

∙ 저자 서영욱은 대전대학교 일반대학원 융합컨설팅학과 부교수이다. 연구 관심 분야는 소셜 네트워크 분석 및 스마트 인간-컴퓨터 상호작용이다.