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Journal : Golden Ratio of Data in Summary

Examining the Impact of Digital Economy on Consumer Preferences in the Metaverse Era: An Empirical Study on the Role of NFTs and Tokenization in Changing Purchase Intentions Wijoyo, Agung
Golden Ratio of Data in Summary Vol. 4 No. 2 (2024): May - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v4i2.748

Abstract

This study aims to investigate the impact of the digital economy on consumer preferences in the Metaverse era, focusing on the role of Non-Fungible Tokens (NFTs) and tokenization in changing purchase intentions. Using a mixed-methods approach, this study combines quantitative and qualitative analysis to gain a comprehensive understanding of the key determinants of consumer purchase intentions in a rapidly evolving digital context. The results of the quantitative analysis show that perceived value, trust in blockchain technology, and user experience significantly influence consumer purchase intentions towards NFTs. Qualitative analysis through in-depth interviews reveals that scarcity, digital ownership, and community involvement are the main factors driving NFT adoption, while lack of technological understanding and regulatory uncertainty are the main barriers. This study also introduces novelty through the use of machine learning-based sentiment analysis and social network analysis to explore the role of social interactions in the formation of purchase intentions. These findings make important contributions to the literature on the digital economy by offering new insights into consumer dynamics in the Metaverse and highlighting the need for marketing strategies that focus on creating community value and immersive user experiences. Practical implications of this study include the need for consumer education and clear regulations to increase NFT adoption, as well as marketing strategies that leverage the emotional value and scarcity of digital assets. This research contributes to a better understanding of consumer behavior in the digital age and offers recommendations for further research in this area.
Co-Authors Abdillah, Bentar Abdul Kholik Abdul Syukur Aditia Agustiansah, Muniff Al Anshori, Muhamad Rezka Al Fariz, Muhammad Zidane Al Hafidz, Abdur Rauf Aldi Saputra, Mahendra Aldiansyah H, Muhammad Alvi Yatno, Yara Amanda Rizky Adha, Deby Amri, Masruhul Andreas Laia Andrian, Jumigih Andrianto, Mukti Annie .S , Nickya Ardiansyah, Mochamad Apri Ardiyansyah, Ferdi Arfan, Syam Tajul Ari Wijaya, Ryan Arya Pratama, M. Rio Aryaditama, Excel Putra Asrizal, Muhamad Asta, Melsa Sentia Aulia Nurkhasanah, Putri Azriel Alfahrizie, Muhammad Bambang Santoso Bayu Prasetya, Aditya Bunga, Azaria Cahya Firdaus, Indra Charly, Hieronimus Christantyo, Raditya Rezi Claura , Jeni Devadeandera, Noval Dimas Prasetyo Dodik Prasetyo erna wati Faathirangga, Muhammad Fadhillah , Muhammad Farhan A.C , Mochamad Faris Ardiansyah, Muhammad Febiansyach, Vidi Tri Febrianto, Adjie Febrianto, Farhan Firdaus, Indra Cahya Firdaus, Muhammad Riyad Fukor, Iqbal Dzul Gibran, Yudhistira Gunawan , Mistri Gunawan Wibisono Hafiz, Ahmad Farhan Hakim, Titan Halawa, Richardo Riswan Hamzah, Amri Haris Hermawan, Haris Haykal Muktabar, Muhamad Hazmi , Abdiel Heryansyah, Ryan Ihsan, Muhamad Reza Nur Ilham , Ghatfani Muhammad Immanuel Christianto, Mikael Indah Sari, Yunika Irvan Firmansyah Izzat Maharaja Dalimunthe, Muhammad Jaya, Rubi Surya Kasogi, Mohamad Adnan Khaiza, Fathan Khalbi, Fathurrahman Khoiriyah, Wafiatul Kusuma Dewo, Ramlan Lestari, Sheril Mahardhika, Fabio Eltra Mase Jami Kauta, Sefrino Maulana Siddik, Syahren Maulana, Zikri Mawardah, Denita Mufti Prasetiyo, Sofyan Muhammad Fariz Muhammad Hafiz Muhammad Rizky Ramadhan Mukhammad Taufiqi, Noor Nabilla Eka Putri Haryanti Nasution, Doni Nezar, Muhammad Gifary Nuralif, Bagas Mulya Nurhaliza, Syalwa Nurudin Nurudin NurWijaya, Muhammad Vaundra Oktavian, Muhammad Rifqi Palaka, Muhammad Mabi Pangestu, Harrys Anggara Pramana, indra Prasetiyo, Sofyan Mufti Pratama, Randika Pratama, Tegar Surya Pratiwi, Asri Sukma Putri, Diariza Dwi Qoriah, Fitri Raffi, Muhammad Rafly Alfifauzan, Muhamad Rafsanzany, Muhamad Rafly Rahayu, Diana Sri Rahman, Rici Rahmatia, Cut Rahmawati, Azri Syifa Ramadhan, Ahmad Haical Ramadhan, Fazril Ramadhan, Nabil Gilang Ramadhani, Dhemes Ichsan Rhamadhan, Armand Rio Sadewo, Fauzan Ripan, Fitrah Gisma Riski, Anggoro Rizki Adriansyah, Muhammad Rizki Rabbani, Aditya Rokhmanila, Siti Ruliyansyah, Muhamad Rusmanto, Akbar Sabita, Nadira Safitri, Juita Dwi Samsudin Saputra, Adeka Saputra, Reza Adi Saputro, Bagus Sardi, Achmad Rhalfi Yan Senjaya, Muhammad Yushar Septian Priyatna, Ray Septiana Ibrahim, Elita Sibarani, Jonatan Diven Sufarkhan, Muhamad Sukmana, Febriyo Dwi Syahputra, Devid Sya’ban, Albani Raul Tata, Emilia Dwi Taufik, Wildan Az Zikri Taufiq, Hilman Tauri, Dzaky Setiawan Tiara Febriani, Tiara Tipalahi, Ramadan Trinanda, Haris Wahyu Perdana, Anang Wahyunita, Iis Wibowo, Adil Winoto, Rafiu Ahmad Witama, Fiyado Yudha Yesi Oviyanto, Marindi Yoven, Alivio Hukama Yunita, Alya Rahma Yustifara, Shilvy Zanah, Nida Zakiyatul Zidane, Muhamad Faisal