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

Irma Tsuraya Choirinnida; Yoseph Septianus Ronaldo Lopez

doi:10.47814/ijssrr.v8i2.2587

Irma Tsuraya Choirinnida Department of Management, Faculty Economics and Business, University of Diponegoro, Indonesia
Yoseph Septianus Ronaldo Lopez Institute for Statistical Studies and Economics of Knowledge, The National Research University Higher School of Economics, Russia

DOI: https://doi.org/10.47814/ijssrr.v8i2.2587

Keywords: fintech, digital asset, consumer behavior, technology adoption

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.

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