The Impact of NFT Digital Collection Attributes on Brand Co-Creation in the Context of Virtual Communities

Hongchao Guo

doi:10.54097/wmcngn15

Authors

Hongchao Guo

DOI:

https://doi.org/10.54097/wmcngn15

Keywords:

NFT digital collections, Brand co-creation, Perceived value, Brand attitude

Abstract

With the continuous updating and reform of digitization and blockchain technology, digital currency and digital assets are getting more and more attention from the public, and their research is widely used in the field of technology and finance, and gradually extended to the field of management. In recent three years, NFT (Non-Fungible Token), as an emerging product based on blockchain technology, has made a name for itself in the international field of vision, and in domestic incarnation of a more localized concept of digital collectibles known to consumers, and at one time, there was a burst of fire within the public figures. However, due to its rapid development and dissemination, the theoretical level of the research lag is obvious, most of the domestic exploration of NFT digital collectibles are still in the legal level and the artistic level of the basic definition, for the practical significance of its has in the field of commercial marketing is not fully in-depth, as a strong correlation with the brand as a product of the impact of the mechanism has not yet been elucidated. Therefore, this paper proposes the effect of NFT digital collection attributes on brand co-creation in the field of branding, introducing perceived value as a mediator variable and brand attitude as a moderating variable, in order to explore its clear inner mechanism path.

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