This research demonstrates that consumers with high (vs. low) usage of social networking sites (SNSs) prefer NFTs representing a partial but the only digital piece (vs. one of the limited digital copies) of artwork. NFT uniqueness is identified as the psychological mechanism underlying the SNS usage effect on NFT preference.

• Fang-Chi Lu(University of Melbourne, Australia)
• Jooyoung Park(Peking University HSBC Business School, China)