Consumer's attitudes and intentions towards NFT products

Non-Fungible Tokens (NFTs) are attracting increasing interest around the world today. Despite all this interest, it is not easy to make real usage decisions for NFTs and to take part in the NFT market. In other words, given that the market is highly technology-intensive and relatively new, buyers and sellers need to consider many factors simultaneously. For example, in the NFT market, consumers need to evaluate many factors, from where products can be purchased reliably to whether they are worth investing in. Understanding consumers' attitudes and intentions towards NFT products becomes more difficult for manufacturers and those who want to be present in this market, especially when trying to look at NFTs from different sources and perspectives (such as engineering and social sciences). In order to solve problems related to customer experience, usability and trust, it is important for marketers in the NFT market to understand the characteristics of consumers in the target audience of NFT products and the factors that may affect them in their purchasing process. A review of the literature reveals that there is a limited number of studies examining consumers' attitudes and behaviours towards NFTs. Accordingly, the purpose of this study is to examine consumers' attitudes and purchase intentions towards NFT products. The need for uniqueness, aesthetic product centrality and fear of missing out variables were included in the research model by reviewing the relevant and similar literature. In the model, it is predicted that the intention to purchase NFT products through attitude towards NFTs will also be affected by social norm. In the study, it is also thought that the perceived level of information will moderate the relationship between attitude and intention. The main population of the study, which was conducted using quantitative research method, consists of consumers who are interested in NFT products. The data of the study were obtained from users who are members of the relevant social media and NFT platforms. Data were collected from 142 people in total. The research data were collected using the online survey method and the data were analysed using SPSS 23 and PROCESS v.4.2. macro. In the research, valid and reliable scales in the literature were utilised. In the study, direct and positive relationships were found between consumers' need for uniqueness, aesthetic product centrality, fear of missing out and social norm and attitude towards NFT products. In the analyses conducted on the mediating role of attitude, it was revealed that attitude mediates the relationships between aesthetic product centrality and fear of missing out and intention to purchase NFT products. The results of the analyses do not support the moderating role of perceived knowledge between attitude and intention. It is thought that the results of this research will guide NFT producers, marketers and investors in understanding the reasons underlying consumers' attitudes and intentions towards NFTs.