Purpose

The purposes of the paper were (1) to examine the primary motives for owning sports NFTs and (2) to investigate their influence on fan consumption behavior toward sports teams for NFT-holders and non-holders and to examine whether any difference between NFT-holders and non-holders existed.

Design/methodology/approach

A qualitative case study approach of both individual and focus group interviews was used to identify major motives for the ownership of NFTs for sports NFT-holders and non-holders of Kbollect in particular. Data were analyzed through a thematic content analysis utilizing nCoder.

Findings

Five common motives – financial rewards, exclusivity, hedonic motivation, sense of belonging and effort expectancy – were identified. For both sport NFT-holders and non-holders, financial rewards were the most influential motive. Whether sports fans own sports NFTs or not, they all indicated that ownership of sports NFTs would reinforce their consumption behavior.

Research limitations/implications

The findings suggest to scholars and practitioners that sports NFTs primarily serve as a marketing tool, rather than constituting a viable means of investment. This observation holds true contingent upon two conditions: first, the reduction of technological barriers for non-sports NFT holders in acquiring sports NFTs; second, the provision of more palpable and attainable advantages for sport NFT-holders. Additionally, for existing NFT-holders, providing strategies to ensure a sense of belonging to the NFTs community would be beneficial.

Originality/value

The authors attempted to provide the most influential motives for sport NFT-holders and non-holders of sports NFTs. It was anticipated that these motives to influence fan behavior towards the sports team, possibly leading to increased engagement like higher game viewership, greater event attendance and a greater likelihood of buying team merchandise.

中文翻译：

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了解体育 NFT 持有者和非持有者的动机和消费行为：以 Kbollect 为例

 目的

本文的目的是（1）研究拥有体育 NFT 的主要动机；（2）研究 NFT 持有者和非持有者对运动队球迷消费行为的影响，并研究 NFT 和非持有者之间是否存在差异。存在持有人和非持有人。

设计/方法论/途径

采用个人访谈和焦点小组访谈的定性案例研究方法来确定体育 NFT 持有者和非 Kbollect 持有者持有 NFT 的主要动机。使用 nCoder 通过主题内容分析来分析数据。

 发现

确定了五种常见动机——经济回报、排他性、享乐动机、归属感和努力期望。对于体育 NFT 持有者和非持有者来说，经济奖励是最有影响力的动机。无论体育迷是否拥有体育 NFT，他们都表示拥有体育 NFT 会强化他们的消费行为。

研究局限性/影响

研究结果向学者和从业者表明，体育 NFT 主要是作为一种营销工具，而不是构成一种可行的投资手段。这一观察成立取决于两个条件：第一，非体育 NFT 持有者获取体育 NFT 的技术壁垒减少；其次，为体育 NFT 持有者提供更明显、更容易获得的优势。此外，对于现有的 NFT 持有者来说，提供确保 NFT 社区归属感的策略将是有益的。

 原创性/价值

作者试图为体育 NFT 持有者和非体育 NFT 持有者提供最有影响力的动机。预计这些动机会影响球迷对运动队的行为，可能会导致参与度的增加，例如更高的比赛收视率、更多的活动出席率以及更大的购买球队商品的可能性。