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The Interplay of Consumer Innovativeness and Status Consumption Orientation When Buying NFT-Based Fashion Products

In: Non-Fungible Tokens (NFTs)

Author

Listed:
  • Andrea Sestino

    (University of Bari Aldo Moro)

  • Gianluigi Guido

    (University of Salento)

  • Alessandro M. Peluso

    (University of Salento)

Abstract

This chapter investigates the potential interactive effect of consumers’ innovativeness (i.e., their desire to be among the first to try or buy a new product) and status consumption orientation (i.e., their tendency to consume products that confer them a sense of prestige) on their intention to purchase NFT-based products. The chapter presents an empirical study that tests this effect in a fashion setting. The obtained results showed that consumer innovativeness is positively related to this intention. Furthermore, this construct significantly moderates the effect of status consumption orientation such that the impact of the latter construct on consumers’ intention to purchase NFT-based fashion products is positive and significant only for innovative consumers.

Suggested Citation

  • Andrea Sestino & Gianluigi Guido & Alessandro M. Peluso, 2022. "The Interplay of Consumer Innovativeness and Status Consumption Orientation When Buying NFT-Based Fashion Products," Springer Books, in: Non-Fungible Tokens (NFTs), chapter 0, pages 63-75, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-07203-1_6
    DOI: 10.1007/978-3-031-07203-1_6
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