Proceedings of the 2nd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2023, May 19–21, 2023, Hangzhou, China

Research Article

How NFT Digital Collectibles Platforms can Retain Gen Z Loyalty -Analyze the Topnod Platform with a Structural Equation Model

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  • @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
Ruoxuan Xu1, Shuo Chen1, Runwei Deng1, Hongyu Lin1, Haonan Xu2,*
  • 1: North University of China
  • 2: Guangzhou JOY-YOUTH Science &Technology Co., Ltd
*Contact email: haonan_xu_nfsysu@163.com

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.