Page 18 - IIM(V)Issue_10 Feb_V4

RESEARCH @ IIMV

Do you believe in the metaverse NFTs? Understanding
the value proposition of NFTs in the metaverse

Aman Kumar, Amit Shankar, Abhishek Behl,
Samuel Fosso Wamba

Technological Forecasting & Social Change (ABDC-A)

This study investigates consumer intention to purchase NFTs in the
metaverse using the underpinnings of the theory of consumption
values (TCV). This study uses a sequential mixed-methods approach
(qualitative + quantitative) to explore and examine the influence
of consumption values on NFT purchase intentions. The findings
of the qualitative study revealed five crucial consumption values
(functional, emotional, experiential, altruistic, and symbolic) driving
the NFT purchase intentions in the metaverse. However, the findings

of the quantitative study revealed that only four consumption values
i.e., emotional value, experiential value, altruistic value, and symbolic
value are significantly and positively associated with NFTs purchase
intention in the metaverse. Further, consumer inspiration towards
NFTs significantly meditates the association between emotional
value, symbolic value, and NFTs purchase intention in the metaverse.
Also, trend affinity moderates the mediating effect of consumer
inspiration on the relationship between emotional value, symbolic
value, and NFTs purchase intention in the metaverse. This research
makes a substantial contribution to the growing body of literature
concerning the metaverse and NFTs. Additionally, it enhances
our comprehension of consumer behaviour within the metaverse
context. Also, this study provides several implications for marketers
and organizations.

Click here to read the paper.

Exploring the adoption of Enterprise Metaverse in
Business-to-Business (B2B) organisations

Amit Shankar, Rohit Gupta , Aman Kumar, Baidyanath Biswas,
Bhawana Rathore

Industrial Marketing Management (ABDC-A*)
The present study investigates the propensity of organisations
to adopt the Enterprise Metaverse. This research reveals that
organisational readiness, facilitating conditions, performance

expectancy, and normative and mimetic pressures are significantly
associated with adopting the Enterprise Metaverse. Additionally,

17 VOL.6/ ISSUE 1, SEP-DEC 2024