虚拟实境
稀缺
结构方程建模
业务
计算机科学
营销
广告
经济
微观经济学
人机交互
机器学习
虚拟现实
作者
Crystal T. Lee,Tzu-Ya Ho,Hong-Hao Xie
标识
DOI:10.1016/j.elerap.2023.101248
摘要
The development of the “metaverse” has created new opportunities for brands’ crypto marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based digital assets that behave similarly to cryptocurrencies, and many brands participate in the metaverse by developing branded NFTs (BNFTs). Given the potential of this new market, practical issues associated with it, and lack of related research, this study analyzed the attributes associated with metaverse commerce using BNFTs. We used a stimulus–organism–response (SOR) model to examine how BNFT attributes can generate positive brand outcomes using text mining and structural equation modeling. We found that BNFT attributes (i.e., scarcity, financial value, prestige, uniqueness, originality, and communication consistency) promote a favorable brand attitude, which enhances brand commitment, BNFT purchase intention, and active engagement with BNFTs. Our findings indicate that brands can engage the rapidly expanding metaverse economy and use BNFTs to build long-term customer relationships.
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