Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40195 |
Resumo: | After the boom in the 2010s, nowadays in 2022, nearly everyone has heard of cryptocurrencies. At present, especially starting in the last year, the next blockchain-based application, non fungible tokens (NFTs) receive increased media attention. However, empirical research on private consumers and their motivations to buy NFTs is still scarce, and this thesis aims to enrich the mentioned research stream by providing empirical evidence. To best handle the little availability of research covering this topic, a mixed-method is chosen. First, qualitative interviews were conducted and analyzed, then a quantitative survey followed. Considering findings from the literature review as well as from primary qualitative and quantitative research, the following results were found. The intention of customers to adopt NFTs is mainly driven by their perception of NFTs as a good investment, curiosity, and awareness as a prerequisite to adoption. Moreover, an effect of knowledge, experience, perceived complexity, and the personality trait innovativeness was found. Also, demographics play an important role when predicting adoption. Young adults as well as male people are significantly more likely to adopt, while education and income were found irrelevant, different from what was presumed. This research provides valuable insights for different stakeholders that are active in the NFT market, related fields or consider entering it. It shows how to better market NFTs, how to use NFTs in marketing activities and it helps to predict which personas might be more likely to adopt. |
id |
RCAP_4f648749f2b5ac0506974aca15624c03 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/40195 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hypeBlockchain applicationNon-fungible tokenCustomer adoptionNFTConsumer behaviorAplicação blockchainToken não fungívelAdopção do clienteComportamento do consumidorDomínio/Área Científica::Ciências Sociais::Economia e GestãoAfter the boom in the 2010s, nowadays in 2022, nearly everyone has heard of cryptocurrencies. At present, especially starting in the last year, the next blockchain-based application, non fungible tokens (NFTs) receive increased media attention. However, empirical research on private consumers and their motivations to buy NFTs is still scarce, and this thesis aims to enrich the mentioned research stream by providing empirical evidence. To best handle the little availability of research covering this topic, a mixed-method is chosen. First, qualitative interviews were conducted and analyzed, then a quantitative survey followed. Considering findings from the literature review as well as from primary qualitative and quantitative research, the following results were found. The intention of customers to adopt NFTs is mainly driven by their perception of NFTs as a good investment, curiosity, and awareness as a prerequisite to adoption. Moreover, an effect of knowledge, experience, perceived complexity, and the personality trait innovativeness was found. Also, demographics play an important role when predicting adoption. Young adults as well as male people are significantly more likely to adopt, while education and income were found irrelevant, different from what was presumed. This research provides valuable insights for different stakeholders that are active in the NFT market, related fields or consider entering it. It shows how to better market NFTs, how to use NFTs in marketing activities and it helps to predict which personas might be more likely to adopt.Após o boom dos anos 2010, atualmente em 2022, quase todos ouviram falar de moedas criptográficas. Agora, especialmente a partir do ano passado, a próxima aplicação baseada na blockchain, os tokens não fungíveis (NFT) receberam uma atenção acrescida dos media. Contudo, a investigação empírica sobre consumidores privados e as suas motivações para comprar NFT é ainda escassa, e esta tese visa enriquecer a referida investigação, fornecendo provas empíricas. Para melhor lidar com a pouca investigação que cobre este tópico, escolhe se um método misto. Primeiro, foram conduzidas e analisadas entrevistas qualitativas, e de seguida um inquérito quantitativo. Considerando os resultados da revisão bibliográfica, da investigação primária qualitativa e quantitativa, foram encontrados os seguintes resultados. A intenção dos clientes de adoptar as NFT é principalmente motivada pela sua percepção como um bom investimento, curiosidade, e consciencialização como um pré-requisito para a adopção das mesmas. Foi também encontrado um efeito de conhecimento, experiência, percepção de complexidade, e um traço de personalidade inovador. Além disso, a demografia desempenha um papel importante quando se prevê a adopção. Os jovens adultos, bem como os homens, são significativamente mais propensos a adoptar, enquanto que a educação e os rendimentos foram considerados irrelevantes, contrariamente ao que se presumia. Esta investigação fornece percepções valiosas para diferentes intervenientes que estão ativos no mercado de NFTs, áreas relacionadas ou que consideram entrar na mesma. Ademais, mostra como melhor comercializar as NFT, como as utilizar em atividades de marketing e ajuda a prever quais as pessoas com maior probabilidade de adoptar.Rita, Miguel FontesVeritati - Repositório Institucional da Universidade Católica PortuguesaKasper, Charlotte2023-05-26T00:30:49Z2022-06-282022-062022-06-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40195TID:203133153enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:45:44Zoai:repositorio.ucp.pt:10400.14/40195Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:32:55.897143Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype |
title |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype |
spellingShingle |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype Kasper, Charlotte Blockchain application Non-fungible token Customer adoption NFT Consumer behavior Aplicação blockchain Token não fungível Adopção do cliente Comportamento do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype |
title_full |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype |
title_fullStr |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype |
title_full_unstemmed |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype |
title_sort |
Non-Fungible Tokens (NFTs) : looking into adoption determinants of the current hype |
author |
Kasper, Charlotte |
author_facet |
Kasper, Charlotte |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rita, Miguel Fontes Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Kasper, Charlotte |
dc.subject.por.fl_str_mv |
Blockchain application Non-fungible token Customer adoption NFT Consumer behavior Aplicação blockchain Token não fungível Adopção do cliente Comportamento do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Blockchain application Non-fungible token Customer adoption NFT Consumer behavior Aplicação blockchain Token não fungível Adopção do cliente Comportamento do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
After the boom in the 2010s, nowadays in 2022, nearly everyone has heard of cryptocurrencies. At present, especially starting in the last year, the next blockchain-based application, non fungible tokens (NFTs) receive increased media attention. However, empirical research on private consumers and their motivations to buy NFTs is still scarce, and this thesis aims to enrich the mentioned research stream by providing empirical evidence. To best handle the little availability of research covering this topic, a mixed-method is chosen. First, qualitative interviews were conducted and analyzed, then a quantitative survey followed. Considering findings from the literature review as well as from primary qualitative and quantitative research, the following results were found. The intention of customers to adopt NFTs is mainly driven by their perception of NFTs as a good investment, curiosity, and awareness as a prerequisite to adoption. Moreover, an effect of knowledge, experience, perceived complexity, and the personality trait innovativeness was found. Also, demographics play an important role when predicting adoption. Young adults as well as male people are significantly more likely to adopt, while education and income were found irrelevant, different from what was presumed. This research provides valuable insights for different stakeholders that are active in the NFT market, related fields or consider entering it. It shows how to better market NFTs, how to use NFTs in marketing activities and it helps to predict which personas might be more likely to adopt. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-28 2022-06 2022-06-28T00:00:00Z 2023-05-26T00:30:49Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/40195 TID:203133153 |
url |
http://hdl.handle.net/10400.14/40195 |
identifier_str_mv |
TID:203133153 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799132055124049920 |