Ismail, Mohd Amirul Helmi and Zaibon, Syamsul Bahrin and Abdul Hamid, Mohd Noor and Mustajap, Siti Irna and Ismail, Adzrool Idzwan (2024) Consumer perceptions and decision-making in the non-fungible token (NFT). Paper Asia, 40 (3b). pp. 72-80. ISSN 0218-4540

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Abstract

This study investigates how consumer perceptions affect decision-making in the purchase of Non-Fungible Tokens (NFTs), providing a detailed analysis of the factors driving consumer behavior in this emerging market. Using a mixed methods approach, this study conducted surveys and interviews with NFT purchasers to capture a comprehensive decision-making processes. Our findings reveal that factors such as perceived value, trust in blockchain contribute to the existing literature by delineating specific consumer behaviors and motivations in the NFT space, highlighting the importance of community trust and perceived technological robustness. Additionally, the study offers practical implications for businesses in the NFT sector, suggesting that establishing strong, credible relationships within the NFT community, and staying abreast of technological advancements are pivotal strategies for maintaining a competitive advantage. By integrating with NFT communities and leaders, businesses can glean trends and collaborative opportunities, fostering innovation, and market leadership in the dynamic NFT landscape

Item Type:	Article
Uncontrolled Keywords:	Non-Fungible Tokens, Consumer behavior, Blockchain technology, Community engagement, Market innovation
Subjects:	Q Science > QA Mathematics > QA76 Computer software
Divisions:	School of Creative Industry Management and Performing Arts
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	03 Nov 2026 09:12
Last Modified:	03 Nov 2026 09:12
URI:	https://repo.uum.edu.my/id/eprint/34423

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