Comprender la intención de compra de NFT a través del valor socioeconómico
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Introducción: El objetivo de esta investigación es examinar los antecedentes del valor socioeconómico percibido en los NFT (tokens no fungibles) y la relación entre el valor socioeconómico y la intención de comprar NFT. Basándonos en la Teoría del Valor de Consumo (TCV), proponemos que la escasez percibida, la singularidad percibida y la asequibilidad percibida están asociadas con las percepciones de los individuos sobre el valor socioeconómico, lo que a su vez está relacionado con su intención de comprar NFT. Metodología: La investigación se basa en un diseño de encuesta. Los datos recopilados entre estudiantes universitarios se analizaron mediante modelos de ecuaciones estructurales. Los participantes fueron seleccionados mediante un muestreo por conveniencia entre personas con conocimientos previos sobre los NFT. Resultados: Los hallazgos sugieren que la escasez percibida es la que presenta una asociación más fuerte con el valor socioeconómico, mientras que la asequibilidad percibida muestra una relación positiva más débil. La singularidad percibida, sin embargo, no está relacionada de forma significativa con el valor socioeconómico, contrariamente a lo esperado. Además, el valor socioeconómico está asociado positivamente con la intención de compra de NFT. Discusión: Estos resultados indican que el valor de los NFT está más estrechamente vinculado a las señales de oferta limitada que a las percepciones subjetivas de exclusividad. En particular, las señales relacionadas con la escasez parecen desempeñar un papel más destacado a la hora de configurar las percepciones del valor socioeconómico. Conclusión: El estudio amplía el marco de la TCV a los activos digitales al poner de relieve cómo las señales relacionadas con el precio y las limitaciones de oferta se asocian con las percepciones de valor en entornos basados en blockchain. Los resultados también aportan pruebas de una relación entre el valor socioeconómico percibido y la intención de compra en condiciones de incertidumbre y consumo simbólico.
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Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
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Anadolu Üniversitesi
Números de la subvención SBA-2025-2756
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