NFT – Non-Fungible Tokens how react the consumers? An exploratory analysis for a future integrated acceptance model

Abstract The present project aims to investigate the behavioral intention to use NFT- Non-Fungible Tokens, a new cryptographic record linked to an asset. NFTs are a very recent phenomenon and investigating right now how this new technology could open new markets is certainly interesting. If NFTs are a long-term trend or a short-term trend or a real bubble it will be interesting to study this new phenomenon. This contribution remains in line with some of the themes that characterize the International Marketing Trends Conference, namely its attention to artistic and cultural themes and the meeting between supply and demand of sectors in "a creative world". NFTs have still been relatively little investigated given the novelty of the technology. Nowadays, researchers have analyzed only the grasping link with the world of cryptocurrencies. The present study aims to understand the behavioral intention towards NFTs, based on items extracted from an integrated method of the TAM - Technology Acceptance Model. Our goal is to understand the intention and behavior of people and if their behavior is comparable to the behavior of other types of consumers. Nevertheless, this study could be interesting to managerial level and share light on many sectors, from brand strategy and loyalty programs since new revenue model. We think to royalties incorporated in NFTs but also of security in exchanges, and especially in understand consumer behavior and future market online logic, weakness and forces, because the NFT could change the monetarization of the digital content. The artistic and luxury sectors as well as fashion and gaming are still touched from the new technology using different business strategy, as report in this paper. At an academic level is important to understand the diffusion of these product, even more digital and intangible, and how its perception could vary among different persons, to confirm or deny the theory on consumer behavior and/or on investment behavior