Thai Consumers’ purchase intention on Non-Fungible Token as a Digital Goods in Gaming Industry

Abstract

This study investigates purchase intention in non-fungible token as a digital item in the gaming industry. The study covered three contexts that potentially become successful in the digital economy which are the gaming industry, the digital goods industry, and the NFT market as a part of the blockchain industry. This study aims to understand consumer value toward NFT in-game item as it has the potential to become a new business model in the gaming industry, but this model and topic related are controversial between developers, investors, and consumers. The study also aims to suggest practical solutions to businesses and regulators to improve business playing field. The study applies a quantitative method with the questionnaire on random respondents in Thailand. The questionnaire was developed by Consumer Value Theory. The result imply financial risk tolerance and social influence are key factors to drive purchase intention for NFT in-game item.