The effect of NFT visual quality on consumer evaluations of luxury goods in the metaverse

Kim, Jungkeun, Cho, Areum, Baek, Tae Hyun, Park, Jooyoung and Bae, Joonheui (2025) The effect of NFT visual quality on consumer evaluations of luxury goods in the metaverse. Journal of Retailing and Consumer Services, 87. ISSN 0969-6989

Text (JJRC-D-25-00432R1_Accepted manuscript_NFT luxury) - Accepted Version Available under License Creative Commons Attribution. Download (678kB)

Abstract

Luxury brands creating non-fungible tokens (NFTs) often face technical constraints that compromise visual aesthetics, potentially conflicting with their high-end image. This study investigates how the visual quality of NFTs and the presence of price information influence consumer perceptions of luxury goods in the metaverse across three experimental studies. Study 1 compared consumer evaluations across three conditions: good-quality NFT, poor-quality NFT, and no NFT. The findings revealed that poor NFT visual quality negatively influenced evaluations of the original product, with perceived authenticity identified as the key underlying mechanism. Study 2 examined whether this negative effect could be mitigated by the presence of price information. The results showed that a poor-quality NFT accompanied by price information resulted in more favorable evaluations of the original bag, regardless of style similarity. Study 3 replicated these findings using a three-condition design (low-price NFT, high-price NFT, and no NFT), demonstrating that the mitigating role of price information. Together, these findings contribute to the emerging digital fashion literature by highlighting the importance of visual quality and price transparency in NFT-based luxury marketing strategies within the metaverse.

Item Type:	Article
Additional Information:	© 2025 The Author
Divisions:	Management
Subjects:	H Social Sciences > HF Commerce
Date Deposited:	09 Jun 2025 16:45
Last Modified:	11 Jun 2025 08:33
URI:	http://eprints.lse.ac.uk/id/eprint/128334

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