This paper examines how consumers evaluate digital products with multiple Non-fungible Tokens (NFTs), which are blockchain-enabled cryptographic assets that represent proof-of-ownership for digital objects. The study predicts that people prefer fractioned NFTs (unique fractions of a digital object) versus duplicated NFTs (identical digital objects with distinct numbers) due to their preference for uniqueness. The study also examines the moderating role of product attributes, predicting that preferences for fractioned NFTs will be reduced when the product provides unique aspects, such as a serial number.

• Jooyoung Park(Peking University HSBC Business School, China)
• Jihoon Jhang(University of Central Arkansas, USA)
• Jaehoon Lee(Florida International University, USA)
• Daniel Chaein Lee(Auckland University of Technology, New Zealand)
• Jungkeun Kim(Auckland University of Technology, New Zealand)