The Moderator Roles of Subjective Norms and Marketing Mix in the Acceptance of the Non Fungible Tokens Technology on the Artwork Customer in China

บทคัดย่อ

This study aims to 1) investigate the factors affecting the acceptance of using NFT technology by consumers on the artwork products based on the moderated effect of subjective norms and marketing mix; 2) test the model of factors influncing the acceptance of consumers on the NFT technology and 3) explain the relationship between factors of consumers' acceptance of NFT technology on the artwork products. This study was mixed method research. Quantitative research employed a questionnaire as a data collection tool from investors 520 people obtained by purposive sampling. Data analysis including percentage, mean and Structural Equation Model (SEM). In Qualitative research, key informants of 30 people were obtained by purposive sampling and used in-depth interviews is a data collection tool. Data analysis including content analyst The results were as follows: 1) Chinese NFT collectors and consumers are influenced by peers and family members in initiating the collection and use of NFT. Consumers pay attention to various NFT characteristics, emphasizing safety, trading aspects, quality, and the purchase and usage process, particularly focusing on payment security. 2) NFT consumers are very obviously positively influenced by their family members, peers and friends. As long as consumers have family members or peers and friends in the consumption, collection or use of NFT and 3) the quality of NFT artworks, the distribution platform, the purchase and use process, and the price of NFT artworks will also affect consumers' consumption and use of NFT. How to provide cheap and fine NFT art, to provide consumers with a good and convenient way to buy and use, this is also an important question whether NFT can achieve consumption.