63 
75随着元宇宙和区块链技术的发展，NFT即非同质化通证为企业提升品牌资产提供了崭新视角，蕴藏着巨大机会。然而，关于消费者视野中的NFT具有哪些差异化特征，这些特征又如何影响消费者反应，学界研究尚不足。本文基于扎根理论，采用个人深度访谈和网络二手数据，构建了“NFT特征—消费者认知与情感—消费者反应”的理论模型，识别出NFT具有艺术审美、创新性、稀缺性、互动性和资产性五个关键差异化特征；在此基础上，从消费者“个人自我”和“社会自我”角度，结合认知和情感两条路径，初步明确了以上特征影响消费者反应的心理机制，并发现社会参照规范的调节作用。本文推进了对品牌NFT营销的理论探讨，并为元宇宙背景下品牌利用NFT提升消费者品牌态度和行为提供了实践指导。
品牌发行NFT对消费者反应的影响——基于扎根理论的研究
摘要
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引用本文
郭晓凌, 瞿小菊. 品牌发行NFT对消费者反应的影响——基于扎根理论的研究[J]. 外国经济与管理, 2025, 47(1): 104-120.
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