Research Article
How NFT Digital Collectibles Platforms can Retain Gen Z Loyalty -Analyze the Topnod Platform with a Structural Equation Model
@INPROCEEDINGS{10.4108/eai.19-5-2023.2334204, author={Ruoxuan Xu and Shuo Chen and Runwei Deng and Hongyu Lin and Haonan Xu}, title={How NFT Digital Collectibles Platforms can Retain Gen Z Loyalty -Analyze the Topnod Platform with a Structural Equation Model}, proceedings={Proceedings of the 2nd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2023, May 19--21, 2023, Hangzhou, China}, publisher={EAI}, proceedings_a={ICBBEM}, year={2023}, month={7}, keywords={nft; generation z; structural equation model; platform loyalty;}, doi={10.4108/eai.19-5-2023.2334204} }- Ruoxuan Xu
Shuo Chen
Runwei Deng
Hongyu Lin
Haonan Xu
Year: 2023
How NFT Digital Collectibles Platforms can Retain Gen Z Loyalty -Analyze the Topnod Platform with a Structural Equation Model
ICBBEM
EAI
DOI: 10.4108/eai.19-5-2023.2334204
Abstract
Those born between 1995 and 2009 are referred to as "Generation Z". As soon as Gen-eration Z was born, it smoothly integrated into the Internet era, and products such as smartphones, instant messaging hardware and digital information technology have had a great impact on them. The majority of generation Z consumers have different consump-tion patterns from those of previous generations. That also means Gen-Z has distinct consumption tastes, consumption modes, and consumption traits. Strong social demand drives Generation Z to be active on the NFT digital collection platform, and use collec-tions they have on the NFT platform to demonstrate their own personality tastes to meet social needs. This study focuses on the Topnod NFT Digital Collectibles Platforms that Gen-Z always used and uses variables such as Platform Participation, Platform Enthusi-asm, Platform Identity, Platform Attachment, and Platform Trust to explore its impact on Platform Loyalty. It has reference significance for the existing NFT platform manage-ment.
