基于感知价值的数字藏品用户购买行为研究

Research on Purchase Behavior of Digital Collections Users Based on Perceived Value

元宇宙概念的兴起促使数字藏品市场迅速发展。但用户对数字藏品关注虽多,然而实际购买行为较少。基于感知价值理论,研究了数字藏品用户购买行为的影响因素。结果显示,功能价值(功能质量、价格效用)、情感价值(感知愉悦)、社会价值(社会自我形象)、技术信任对用户购买意向具有显著的正向影响,社会影响对购买意向的影响不显著。研究结果显示数字藏品平台需要关注用户的感知价值,从而促进其购买行为,确保数字藏品市场的持续快速发展。

The emerging Metaverse concept has enabled the rapid development of digital collections market.Despite their high interest in digital collections,users'actual purchase behavior is limited.Based on the perceived value theory,this research examined the factors affecting the purchase behavior of digital collections users.Results show that functional value(functional quality and price utility),emotional value(perceived enjoyment),social value(social self-image),and technology trust have a significant positive impact on purchase intentions,while social influence has no effect.The results suggest that digital collections platforms need to be concerned with users'perceived value in order to promote their purchase and ensure the rapid development of digital collections market.