品牌发行NFT对消费者反应的影响——基于扎根理论的研究  

The Impact of Branded NFT Characteristics on Consumer Response:A Study Based on the Grounded Theory

作　　者：郭晓凌[1] 瞿小菊 Guo Xiaoling;Qu Xiaoju(International Business School,University of International Business and Economics,Beijing 100029,China)

机构地区：[1]对外经济贸易大学国际商学院,北京100029

出　　处：《外国经济与管理》2025年第1期104-120,共17页Foreign Economics & Management

基　　金：对外经济贸易大学研究生科研创新基金(202490)。

摘　　要：随着元宇宙和区块链技术的发展,NFT即非同质化通证为企业提升品牌资产提供了崭新视角,蕴藏着巨大机会。然而,关于消费者视野中的NFT具有哪些差异化特征,这些特征又如何影响消费者反应,学界研究尚不足。本文基于扎根理论,采用个人深度访谈和网络二手数据,构建了“NFT特征—消费者认知与情感—消费者反应”的理论模型,识别出NFT具有艺术审美、创新性、稀缺性、互动性和资产性五个关键差异化特征;在此基础上,从消费者“个人自我”和“社会自我”角度,结合认知和情感两条路径,初步明确了以上特征影响消费者反应的心理机制,并发现社会参照规范的调节作用。本文推进了对品牌NFT营销的理论探讨,并为元宇宙背景下品牌利用NFT提升消费者品牌态度和行为提供了实践指导。China is actively promoting innovation within the Metaverse industry.As the blockchain technology in Metaverse advance,non-fungible tokens(NFT)provide a new lens and huge opportunities for brands to improve brand equity.However,the academic inquiry about the differential characteristics of NFT from the consumer perspective,and how these characteristics affect consumer response remain inadequate.Based on the grounded theory,this paper employs individual in-depth interviews and online secondary data to develop a theoretical framework of“NFT characteristics–consumer cognition and emotion–consumer response”.This framework identifies five key differential characteristics of NFT:aesthetics,innovativeness,scarcity,interactivity,and profitability.Further,it elucidates their impact on consumer response,revealing the underlying psychological mechanism which combines personal self and social self with cognition and emotion,and uncovering the social norm influence as a moderator.This paper contributes to the body of knowledge on NFT marketing,offering insights for brands to enhance consumer brand attitudes and promote favorable behaviors through NFT in Metaverse.

关 键 词：扎根理论 NFT 数字藏品 消费者认知与情感 品牌态度与行为 

分 类 号：F270[经济管理—企业管理]