| Abstrakt: |
NFTs have empowered the digital arts market, with Beeple's artwork selling for $69.3 million, showcasing the immense potential of NFTs. China's unique cryptocurrency regulations and NFT positioning as "digital collectibles" have shaped a distinct market from the overseas market. Despite this, the Chinese NFT industry is still rapidly growing, with an estimated value of RMB 28 billion by 2026. NFTs have transformed the creator's economy, enabling direct engagement with consumers and granting creators more control over their intellectual property, pricing, and income. the creators receive revenue more directly from fans, therefore, it is essential for creators to understand the perceived value of customers’ NFT purchase intention. This research aims to explore consumer perceived value and provide suggestions for NFT creators throughout the value creation process (ideating, designing, minting, trading, and engaging). The anticipated outcomes include generate three different customer personas and their perceived value, based on that give suggestions to creators. This research fills a gap in consumer-focused NFT research and offers insights for creators in the Chinese market. [ABSTRACT FROM AUTHOR] |
