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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

ISSN : 1738-3110

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Early Access e-Submission

Vol.23 No.9

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The Effects of Airline NFT Art Characteristics on Perceived Value and Purchase Intention

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2025, v.23 no.9, pp.127-141
https://doi.org/10.15722/jds.23.09.202509.127
Sung-Sook AHN (Cheongju University)
Sang-A PARK (Mandakh University)
AHN, S., & PARK, S. (2025). The Effects of Airline NFT Art Characteristics on Perceived Value and Purchase Intention. , 23(9), 127-141, https://doi.org/10.15722/jds.23.09.202509.127

Abstract

Purpose: This study examines how scarcity, trustworthiness, aesthetic appeal, and experiential quality of airline-issued non-fungible token (NFT) art influence consumers’ perceived value and purchase intention, with NFT purchase purpose (investment vs. non-investment) as a moderating variable. Research design, data, and methodology: A survey was conducted with 247 consumers familiar with NFTs, and structural equation modeling (SEM) was used to test the hypothesized relationships. Multi-group SEM was applied to evaluate moderating effects. Results: All four NFT attributes significantly enhanced perceived value, which in turn positively affected purchase intention. Scarcity influenced perceived value only among investment-oriented consumers, whereas trustworthiness, aesthetics, and experiential quality were significant in both investment and non-investment groups. Conclusions: The findings advance theoretical understanding of value-creation mechanisms in Web3-based distribution and provide practical insights for airlines developing NFT strategies. Specifically, tailoring NFT offerings to consumer motives—investment versus non-investment—can improve adoption and engagement.

keywords
Airline NFT Art, Digital Distribution, Service Distribution Innovation, Perceived Value, Purchase Intention, NFT Purchase Purpose
Received
2025-06-05
Revised
2025-07-05
Accepted
2025-09-05
Published
2025-09-30

The Journal of Distribution Science

Early Access e-Submission OA Policy