The Influence of Brand Image on Repurchase Intention of NFT Transactions on the Opensea Marketplace

DOI

10.2991/978-94-6463-234-7_46How to use a DOI?

Keywords

Brand Image; NFT; Opensea; Repurchase Intention

Abstract

Digital technology is continuously evolving, and NFT, one of the blockchain breakthroughs, is receiving much attention. The goal of repurchasing NFT transactions on the Opensea marketplace is a fascinating topic. This article discusses the impact of brand image on Opensea marketplace users’ repurchase intentions partially or simultaneously with a quantitative research method. Non-probability sampling was used, with purposive sampling as the sampling technique. Meanwhile, 102 people who have completed NFT transactions on the Opensea marketplace were polled. This study shows a positive and significant impact of the brand image on NFT repurchase intention in the Opensea marketplace.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dani Kurniawan
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2023
DA  - 2023/09/29
TI  - The Influence of Brand Image on Repurchase Intention of NFT Transactions on the Opensea Marketplace
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 466
EP  - 472
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_46
DO  - 10.2991/978-94-6463-234-7_46
ID  - Kurniawan2023
ER  -