Exploring determinants of non-fungible token creators’ engagement behaviors on metaverse-based NFT platforms: A multi-analytical SEM-IPMA method

The advancing technologies of blockchain and Web 3.0 are transforming the decentralized nature of the Internet. Token-based services, particularly nonfungible tokens (NFTs), are innovative methods of performing financial transactions that have contributed to the growth of crypto commerce. Previous studies on NFT have focused on the role of investors, with a limited understanding of NFT creators. This study aims to provide a comprehensive examination of how NFT technology is utilized in cryptographic art by NFT creators. Based on the uses and gratifications (U&G) theory, the research utilizes a mixed-method approach combining in-depth interviews and online surveys of 1331 NFT creators from eight prominent NFT platforms. The results demonstrated that content and reward gratification were associated with NFT creation identification, whereas social gratification facilitated community identification. Both NFT and community identification facilitate consumption and creation behaviors. We also discussed theoretical and practical implications for stakeholders.