ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1592446
Impact of Non-Fungible Token Digital Art Information on Intention to Purchase Digital Collectibles: An Extended Theory of Planned Behavior Approach
Provisionally accepted
- 1Central China Normal University, Wuhan, China
- 2School of Journalism and Communication, Beijing Institute of Graphic Communication, Beijing, Beijing Municipality, China
- 3School of Journalism and Communication, Central China Normal University, Wuhan, Hubei Province, China
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Background: In recent years, the rise of 'AI+arts' has increased public attention towards emerging digital collectibles and garnered significant interest among young adult collectors globally. However, there has been limited investigation into how emerging media effects may influence consumers' purchase of digital collectibles from the perspective of relevant theories, particularly in collectivistic cultural contexts. To address this gap, the present study is guided by the extended Theory of Planned Behavior (TPB), integrated with ideal self-congruence, and rigorously examines the effect of exposure to Non-Fungible Token digital art information on the intention to purchase digital collectibles among young Chinese adults (aged 18-34). Methods: A total of 259 responses were obtained through an online survey. Statistical analyses, including direct, indirect, and serial mediation, were conducted using SPSS 25.0 and Jamovi 2.6.24. Results: The findings indicate that both TPB and ideal self-congruence act as mediators in this relationship. Additionally, a serial mediation process involving ideal self-congruence and attitudes toward intelligence was identified.Conclusions: These findings provide valuable insights into the complex factors influencing the purchase intention of digital collectibles among young Chinese adults. Furthermore, the findings offer recommendations for digital collectible platforms and relevant stakeholders.
Keywords: Non-Fungible Token digital art, Theory of Planned Behavior, Ideal self-congruence, Survey, Xiaohongshu
Received: 12 Mar 2025; Accepted: 30 Apr 2025.
Copyright: © 2025 CHUNG, Meng and Wang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Yanfang Meng, School of Journalism and Communication, Beijing Institute of Graphic Communication, Beijing, 102600, Beijing Municipality, China
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.