Non-fungible token (nft): millennials’ acceptance toward nft transaction

Abstract

In this topic, the students will look at five significant issues and answer the fundamental problem: millennials' acceptance of NFT transactions, thereby completing and combining previously gained knowledge from UEH University's Department of Marketing Research and beyond to learn about marketing and NFT technology. The purpose of this study is to identify and quantify the variables influencing Vietnamese Millennials' intentions to accept ownership of NFT products. The study adopts the underlying theories, such as Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM) and others, based on a sample of 302 Vietnamese citizens born between 1981 and 1996. The study team is utilizing both qualitative and quantitative research approaches, as well as SMARTPLS-SEM tools, to assess the data. The findings showed that perceived utility and perceived usability have an indirect positive impact on the behavioral intention to own an NFT, in addition to a direct positive impact from attitude and subjective norm. In contrast, perceived risk was found to have an indirect negative impact on the behavioral intention to accept NFT. From the study’s findings, some policy recommendations have been discussed to strengthen Millennials' intentions to accept NFT ownership in the future in Vietnam.