Discovering the critical factors of affecting non-fungible tokens (NFT) purchase intention

This research is to explore the critical factors that affect the NFT trade and investigate the associated relationships of trust, security, privacy, attitudes, and purchase intentions. An empirical survey was conducted and then analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the proposed research model. The results showed that risk perception, trust, and attitude have significant positive correlations with participants' intentions to purchase NFTs; in particular, trust and attitude play critical mediating roles in a proposed conceptual framework. The study's findings can offer valuable insights for decision making processes of stakeholders in the NFT market.