Abstract

Accelerated by the global pandemic, the speed of technology adoption has significantly increased, resulting in new business opportunities, channels, touchpoints and digital toolkits. One such burgeoning technology which is generating increasing attention is Nonfungible tokens (NFTs). Adopting an exploratory approach, this study aims to develop a deeper understanding of the value of NFTs from a luxury business and consumer perspective. Taking a qualitative approach, interviews were conducted with luxury experts and consumers, totaling 11 informants. Our findings revealed new technology acceptance and value dimensions in addition to the existing dimensions from literature, within a luxury context, from which two models ensue, NFT value creation and NFT digital strategies. The research makes a valuable contribution to the paucity of existing scholarly studies on blockchain and NFTs and their value creation within a luxury context. It serves to provide preliminary insight into perceptions toward and potential value creation of NFTs for both luxury industry and consumers to inform future luxury digital strategies.

摘要

在全球大流行的加速下，技术采用的速度显着提高，带来了新的商机、渠道、接触点和数字工具包。一种引起越来越多关注的新兴技术是不可替代代币（NFT）。本研究采用探索性方法，旨在从奢侈品企业和消费者的角度更深入地了解 NFT 的价值。采用定性方法，对奢侈品专家和消费者进行了访谈，共有 11 名线人。我们的研究结果揭示了除了现有文献维度之外的新技术接受度和价值维度，在奢侈品背景下，NFT 价值创造和 NFT 数字策略这两个模型随之而来。该研究为现有关于区块链和 NFT 及其在奢侈品背景下的价值创造的学术研究的匮乏做出了宝贵贡献。它旨在为奢侈品行业和消费者对 NFT 的看法和潜在价值创造提供初步见解，从而为未来的奢侈品数字战略提供信息。