The Influence of Brand Image on Repurchase Intention of NFT Transactions on the Opensea Marketplace

Dani Kurniawan (), Ratih Hurriyati and Heny Hendrayati
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Dani Kurniawan: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 466-472 from Springer

Abstract: Abstract Digital technology is continuously evolving, and NFT, one of the blockchain breakthroughs, is receiving much attention. The goal of repurchasing NFT transactions on the Opensea marketplace is a fascinating topic. This article discusses the impact of brand image on Opensea marketplace users’ repurchase intentions partially or simultaneously with a quantitative research method. Non-probability sampling was used, with purposive sampling as the sampling technique. Meanwhile, 102 people who have completed NFT transactions on the Opensea marketplace were polled. This study shows a positive and significant impact of the brand image on NFT repurchase intention in the Opensea marketplace.

Keywords: Brand Image; NFT; Opensea; Repurchase Intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_46

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