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A Study of the Influencing Factors o...

Song, Kai,

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A Study of the Influencing Factors of NFTs in Social Media Marketing = = 数字藏品在社交媒体营销中的影响因素研究 /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A Study of the Influencing Factors of NFTs in Social Media Marketing =/ Kai Song.
其他題名:	数字藏品在社交媒体营销中的影响因素研究 /
作者:	Song, Kai,
面頁冊數:	1 electronic resource (82 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-11, Section: B.
Contained By:	Dissertations Abstracts International85-11B.
標題:	Home economics. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30991894
ISBN:	9798382329048

A Study of the Influencing Factors of NFTs in Social Media Marketing = = 数字藏品在社交媒体营销中的影响因素研究 /
Song, Kai,

A Study of the Influencing Factors of NFTs in Social Media Marketing =数字藏品在社交媒体营销中的影响因素研究 /Kai Song. - 1 electronic resource (82 pages)

Source: Dissertations Abstracts International, Volume: 85-11, Section: B.

NFT market have developed into an annual sales scale of nearly $60 billion. After the crazy blockchain investment myth, how can the rational trading market grasp consumer demand? As the main platform of marketing for 21st century, social media is widely used by both traditional artists and NFT creator. When artworks are combined with NFT in social media marketing, how do they affect the willingness to purchase digital collectibles? In the hot era of GPT, how will artificial intelligence-generated content (AIGC) affect people's purchasing behavior? This article measures the impact on consumer purchasing willingness from the activity level of social media accounts (number of posts), creator attributes (human vs. artificial intelligence), published content (diversity, content tendency), etc. Through experiments, this article verifies that consumers' demand for uniqueness will positively affect the willingness to purchase digital collectibles and payment prices; artificial intelligence generated content(AIGC) will reduce consumers' willingness to purchase and payment prices, but as the diversity and quantity of published content increases, the negative impact is significantly weakened; compared with emotionally inclined content, the negative impact of artificial intelligence generated content is greater on technology-oriented content.

Chinese

ISBN: 9798382329048Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Influencing factors

A Study of the Influencing Factors of NFTs in Social Media Marketing = = 数字藏品在社交媒体营销中的影响因素研究 /
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520 $a NFT market have developed into an annual sales scale of nearly $60 billion. After the crazy blockchain investment myth, how can the rational trading market grasp consumer demand? As the main platform of marketing for 21st century, social media is widely used by both traditional artists and NFT creator. When artworks are combined with NFT in social media marketing, how do they affect the willingness to purchase digital collectibles? In the hot era of GPT, how will artificial intelligence-generated content (AIGC) affect people's purchasing behavior? This article measures the impact on consumer purchasing willingness from the activity level of social media accounts (number of posts), creator attributes (human vs. artificial intelligence), published content (diversity, content tendency), etc. Through experiments, this article verifies that consumers' demand for uniqueness will positively affect the willingness to purchase digital collectibles and payment prices; artificial intelligence generated content(AIGC) will reduce consumers' willingness to purchase and payment prices, but as the diversity and quantity of published content increases, the negative impact is significantly weakened; compared with emotionally inclined content, the negative impact of artificial intelligence generated content is greater on technology-oriented content.
520 $a 数字藏品交易已经发展到近 600 亿美元的年销售规模，在褪去疯狂的区块链投资神话之后，在趋于理性的交易市场该如何抓住消费者的需求？而社交媒体作为 21 世纪流量的主要平台，传统的艺术家和数字藏品的创作者正逐渐将其作为最主要的营销方向。当艺术品与数字藏品结合，以社交媒体为媒介，其特征如何影响数字藏品的购买意愿？在 GPT 火热的当下，人工智能生成内容（AIGC）的数字藏品将如何影响人们的购买感受？本文从社交媒体的账户活跃度（发帖数）、创作者属性（人类 vs 人工智能）、发布内容（多样性、内容倾向）等来测量对消费者购买意愿的影响。本文通过实验，验证消费者对于独特性的需求会正面影响数字藏品的购买意愿和支付价格；人工智能生成内容会降低消费者的购买意愿和支付价格，但是随着发布内容多样化程度和数量的提高，负面影响显著减弱；且相对于情感倾向型的内容，在科技倾向性内容上，人工智能生成内容负面影响更大。.
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653 $a Artificial intelligence-generated content
653 $a Rational trading market
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