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Understanding Consumer Behavior for Digital Assets: A Study on Non-Fungible Tokens in the Indonesian Market

Year: 2025

Type: article

Abstract: The rapid growth of technology has driven the popularity of Non-Fungible Tokens (NFTs), widely regarded as digital assets for showcasing creative projects and offering investment opportunities. Public interest, amplified by influencers, has led to diverse motivations to purchase NFTs, though many consumers remain unaware of the associated risks. This study examines the factors influencing NFT purchase intentions among Indonesian buyers with prior experience. Using purposive sampling, data from 150 respondents were analyzed through multiple linear regression in SPSS software. Key variables include perceptions of price, design quality, Perceived Usefulness, Perceived Ease of Use, and Perceived Risk. Findings reveal that perceptions of price and design quality significantly impact purchase intentions. Perceived Usefulness and Ease of Use highlight consumer acceptance of NFTs as a new technology, while respondents view NFT purchases as beneficial despite acknowledging risks. The study provides valuable insights into consumer behavior in the NFT market, emphasizing the need for greater awareness of risks while identifying key drivers of adoption in this emerging digital landscape.

Source: International Journal of Social Science Research and Review

DOI: 10.47814/ijssrr.v8i2.2587

Authors: Irma Tsuraya Choirinnida, Yoseph Septianus Ronaldo Lopez

Institutions: Diponegoro University, National Research University Higher School of Economics

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $53

OpenAlex ID: W4408142725

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