A qualitative analysis of NFT purchase motivations: A research on consumer experiences

NFTs (Non-Fungible Tokens) are digital assets that represent unique and non-interchangeable items such as artworks, collectibles, and virtual content. This study was conducted to determine the purchase motivations behind NFTs as a form of digital value. Using a qualitative research method, semi-structured interviews were carried out with 8 participants selected through purposive sampling. The findings were categorized under five main themes: financial value and investment-driven acquisition, uniqueness and digital ownership, community engagement and social status, fear of missing out (FOMO) and psychological factors, and artistic value and aesthetic satisfaction. Results indicate that NFTs are perceived not only as investment tools but also as objects with emotional value. In this regard, the study reveals how a digital consumption object is interpreted by consumers within a marketing context and aims to contribute to blockchain-based economic models and academic literature.