Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach
BackgroundIn recent years, the rise of “AI+arts” has increased public attention towards emerging digital collectibles and garnered significant interest among young adult collectors globally. However, there has been limited investigation into how emerging media effects may influence consumers’ purcha...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-05-01
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| Series: | Frontiers in Communication |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1592446/full |
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| author | Donghwa Chung Yanfang Meng Jiaqi Wang |
| author_facet | Donghwa Chung Yanfang Meng Jiaqi Wang |
| author_sort | Donghwa Chung |
| collection | DOAJ |
| description | BackgroundIn recent years, the rise of “AI+arts” has increased public attention towards emerging digital collectibles and garnered significant interest among young adult collectors globally. However, there has been limited investigation into how emerging media effects may influence consumers’ purchase of digital collectibles from the perspective of relevant theories, particularly in collectivistic cultural contexts. To address this gap, the present study is guided by the extended Theory of Planned Behavior (TPB), integrated with ideal self-congruence, and rigorously examines the effect of exposure to Non-Fungible Token digital art information on the intention to purchase digital collectibles among young Chinese adults (aged 18–34).MethodsA total of 259 responses were obtained through an online survey. Statistical analyses, including direct, indirect, and serial mediation, were conducted using SPSS 25.0 and Jamovi 2.6.24.ResultsThe findings indicate that both TPB and ideal self-congruence act as mediators in this relationship. Additionally, a serial mediation process involving ideal self-congruence and attitudes toward intelligence was identified.ConclusionThese findings provide valuable insights into the complex factors influencing the purchase intention of digital collectibles among young Chinese adults. Furthermore, the findings offer recommendations for digital collectible platforms and relevant stakeholders. |
| format | Article |
| id | doaj-art-f5f8f91b4e6b40ae848bd9f8e86819ef |
| institution | OA Journals |
| issn | 2297-900X |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Communication |
| spelling | doaj-art-f5f8f91b4e6b40ae848bd9f8e86819ef2025-08-20T02:30:23ZengFrontiers Media S.A.Frontiers in Communication2297-900X2025-05-011010.3389/fcomm.2025.15924461592446Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approachDonghwa Chung0Yanfang Meng1Jiaqi Wang2School of Journalism and Communication, Central China Normal University, Wuhan, ChinaSchool of Journalism and Communication, Beijing Institute of Graphic Communication, Beijing, ChinaSchool of Journalism and Communication, Central China Normal University, Wuhan, ChinaBackgroundIn recent years, the rise of “AI+arts” has increased public attention towards emerging digital collectibles and garnered significant interest among young adult collectors globally. However, there has been limited investigation into how emerging media effects may influence consumers’ purchase of digital collectibles from the perspective of relevant theories, particularly in collectivistic cultural contexts. To address this gap, the present study is guided by the extended Theory of Planned Behavior (TPB), integrated with ideal self-congruence, and rigorously examines the effect of exposure to Non-Fungible Token digital art information on the intention to purchase digital collectibles among young Chinese adults (aged 18–34).MethodsA total of 259 responses were obtained through an online survey. Statistical analyses, including direct, indirect, and serial mediation, were conducted using SPSS 25.0 and Jamovi 2.6.24.ResultsThe findings indicate that both TPB and ideal self-congruence act as mediators in this relationship. Additionally, a serial mediation process involving ideal self-congruence and attitudes toward intelligence was identified.ConclusionThese findings provide valuable insights into the complex factors influencing the purchase intention of digital collectibles among young Chinese adults. Furthermore, the findings offer recommendations for digital collectible platforms and relevant stakeholders.https://www.frontiersin.org/articles/10.3389/fcomm.2025.1592446/fullnon-fungible token digital arttheory of planned behaviorideal self-congruencesurveyXiaohongshu |
| spellingShingle | Donghwa Chung Yanfang Meng Jiaqi Wang Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach Frontiers in Communication non-fungible token digital art theory of planned behavior ideal self-congruence survey Xiaohongshu |
| title | Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach |
| title_full | Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach |
| title_fullStr | Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach |
| title_full_unstemmed | Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach |
| title_short | Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach |
| title_sort | impact of non fungible token digital art information on intention to purchase digital collectibles an extended theory of planned behavior approach |
| topic | non-fungible token digital art theory of planned behavior ideal self-congruence survey Xiaohongshu |
| url | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1592446/full |
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