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

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Dani Kurniawan

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Dani Kurniawan & Ratih Hurriyati & Heny Hendrayati, 2024. "The Influence of Brand Image on Repurchase Intention of NFT Transactions on the Opensea Marketplace," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 466-472, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_46
    DOI: 10.2991/978-94-6463-234-7_46
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