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The future of marketing: How brands can increase the purchase intention towards their NFT's

Aalders, Laurens (2024) The future of marketing: How brands can increase the purchase intention towards their NFT's.

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Abstract:Brand Non-fungible Tokens (BNFTs) are a new blockchain technology that marketeers can use to reach potential consumers. However, little is known about the factors that influence the buying behaviour towards BNFT, while it is of high importance for marketing managers to play into this trend or they might lose their competitive advantage when NFTs become mainstream. Therefore, this research focusses on how companies can influence the purchase intention of consumers towards their BNFT. To investigate this, we used the Theory of Planned Behaviour (TPB) and extended the model by using product knowledge as a moderator. An online questionnaire was distributed, and 242 valid respondents were gathered. The data has been analysed with the use of a multiple regression analysis and multiple significant effects have been found. Showing significant positive relations between attitude, subjective norms and perceived behavioural control in relation to purchase intention towards BNFTs. Additionally, a significant moderating effect of product knowledge was observed on the relation between attitude and purchase intention, meaning that product knowledge strengthens this relationship. Using the results of the study multiple recommendations for both theory and practice were developed.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/98814
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