Effects of Promotional Bundles with Non-Fungible Token (NFT) Fashion on Consumers’ Perceptions

The rapid expansion of the non-fungible token (NFT) market, which grew over 200% in 2023 to reach $22 billion, has opened new avenues for fashion brands to engage consumers through digital fashion products under blockchain technology. This study investigated the effects of NFT promotional bundles th...

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Bibliographic Details
Published in:Journal of Theoretical and Applied Electronic Commerce Research
Main Authors: Seong Eun Kim, Jung Eun Lee, Song-yi Youn
Format: Article
Language:English
Published: MDPI AG 2024-11-01
Subjects:
non-fungible token
NFT
promotional bundle
perceived value
perceived risk
Online Access:https://www.mdpi.com/0718-1876/19/4/161

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https://www.mdpi.com/0718-1876/19/4/161

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