Building bonds: an examination of relational bonding in continuous content contribution behaviors on metaverse-based non-fungible token platforms

IF 5.9 3区 管理学 Q1 BUSINESS Internet Research Pub Date : 2024-02-08 DOI:10.1108/intr-11-2022-0883
Crystal T. Lee, Zimo Li, Yung-Cheng Shen
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Abstract

Purpose

The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their digital works. Despite this, no studies have examined the drivers of continuous content contribution behavior (CCCB) toward NFTs. Hence, this study draws on the theory of relational bonds to examine how various relational bonds affect feelings of psychological ownership, which, in turn, affects CCCB on metaverse platforms.

Design/methodology/approach

Using structural equation modeling and importance-performance matrix analysis, an online survey of 434 content creators from prominent NFT platforms empirically validated the research hypotheses.

Findings

Financial, structural, and social bonds positively affect psychological ownership, which in turn encourages CCCBs. The results of the importance-performance matrix analysis reveal that male content creators prioritized virtual reputation and social enhancement, whereas female content creators prioritized personalization and monetary gains.

Originality/value

We examine Web 3.0 and the NFT creators’ network that characterizes the governance practices of the metaverse. Consequently, the findings facilitate a better understanding of creator economy and meta-verse commerce.

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建立纽带:对基于元宇宙的不可篡改代币平台上持续内容贡献行为中的关系纽带的研究
目的基于不可篡改代币(NFT)的加密艺术平台的激增改变了创作者通过其数字作品的创作、资产和身份来管理、拥有和赚钱的方式。尽管如此,还没有研究对 NFT 持续内容贡献行为(CCCB)的驱动因素进行研究。因此,本研究借鉴关系纽带理论,研究各种关系纽带如何影响心理所有权感,进而影响元海外平台上的 CCCB。研究结果财务、结构和社会纽带对心理所有权感有积极影响,进而鼓励 CCCB。重要性-绩效矩阵分析的结果显示,男性内容创作者优先考虑虚拟声誉和社交提升,而女性内容创作者则优先考虑个性化和金钱收益。因此,研究结果有助于更好地理解创作者经济和元宇宙商业。
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来源期刊
Internet Research
Internet Research 工程技术-电信学
CiteScore
11.20
自引率
10.20%
发文量
85
审稿时长
>12 weeks
期刊介绍: This wide-ranging interdisciplinary journal looks at the social, ethical, economic and political implications of the internet. Recent issues have focused on online and mobile gaming, the sharing economy, and the dark side of social media.
期刊最新文献
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