DETERMINANTS OF CONSUMER PURCHASE INTENTION FOR CORPORATE BRAND NFTS: A MULTI-METHOD ANALYSIS
DOI:
https://doi.org/10.33736/ijbs.14465.2026Keywords:
NFTs, brand marketing, Perceived NFT Value, purchase intention, structural equation modeling, latent profile analysisAbstract
As digital technologies evolve, non-fungible tokens (NFTs) have emerged as an innovative branding tool. This study examines the factors influencing consumers' intention to purchase corporate brand NFTs, focusing on NFT-based brand differentiation, brand marketing, operational compliance and information security, and perceived NFT value. Data from 255 valid survey responses were analyzed using regression, Structural Equation Modeling (SEM), Importance–Performance Map Analysis (IPMA), and Latent Profile Analysis (LPA). The results indicate that all four factors positively influence purchase intention, with brand marketing and perceived NFT value emerging as the strongest predictors. SEM confirmed the proposed model with excellent fit and supported the significant effects of all hypothesized relationships. IPMA identified brand marketing and perceived NFT value as high-impact areas requiring managerial attention, while LPA revealed three distinct consumer segments with varying levels of engagement toward branded NFTs. The findings provide practical guidance for organizations seeking to develop effective NFT marketing strategies by strengthening brand differentiation, enhancing perceived value, and ensuring secure digital environments. The study also extends the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) by demonstrating how brand-related factors shape consumers' purchase intentions toward branded NFTs.
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