Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior

Alicia Cork; Adam Joinson; Laura G. E. Smith; David Ellis; Danae Stanton Fraser

doi:10.1145/3544549.3585824

Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior

Alicia Cork, Adam Joinson, Laura G. E. Smith, David Ellis, Danae Stanton Fraser

Research output: Chapter or section in a book/report/conference proceeding › Chapter in a published conference proceeding

4 Citations (SciVal)

Abstract

Non-fungible tokens (NFTs) allow individuals to demonstrate own- ership of digital and physical assets. NFTs are scarce, unique, and authentic; three properties known to be key for determining per- ceived value. Whilst previous research has primarily focused on NFTs as a source of economic value, here we assess the psychologi- cal motivations of collectors of digital fashion NFTs. Specifically, NTFs related to digital fashion are particularly relevant to HCI researchers as they sit at the intersection between business, cul- ture, and self-expression. Here, we survey 19 users of a digital avatar fashion company, Genies, to understand the gratifications users derive from collecting digital NFT fashion. Results demon- strate that the primary motivations for collecting fashion NFTs are self-expression and utility and that motivations associated with value are secondary. We make design recommendations based on these results, indicating that developers should distinguish between expression-based motivations and value-based motivations.

Original language	English
Title of host publication	CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems
Publisher	Association for Computing Machinery
Pages	1-7
ISBN (Electronic)	9781450394222
DOIs	https://doi.org/10.1145/3544549.3585824
Publication status	Published - 19 Apr 2023

Publication series

Name	Conference on Human Factors in Computing Systems - Proceedings

Bibliographical note

Funding Information:
This research was funded by the EPSRC’s National Research Centre on Privacy, Harm Reduction and Adversarial Influence Online (REPHRAIN), grant number: EP/V011189/1.

Keywords

avatars
digital fashion
non-fungible tokens
uses and gratifications theory

ASJC Scopus subject areas

Software
Human-Computer Interaction
Computer Graphics and Computer-Aided Design

Access to Document

10.1145/3544549.3585824

Cite this

Cork, A., Joinson, A., Smith, L. G. E., Ellis, D., & Stanton Fraser, D. (2023). Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior. In CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems (pp. 1-7). Article 212 (Conference on Human Factors in Computing Systems - Proceedings). Association for Computing Machinery. https://doi.org/10.1145/3544549.3585824

Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior. / Cork, Alicia; Joinson, Adam ; Smith, Laura G. E. et al.
CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 2023. p. 1-7 212 (Conference on Human Factors in Computing Systems - Proceedings).

Research output: Chapter or section in a book/report/conference proceeding › Chapter in a published conference proceeding

Cork, A, Joinson, A , Smith, LGE , Ellis, D & Stanton Fraser, D 2023, Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior. in CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems., 212, Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery, pp. 1-7. https://doi.org/10.1145/3544549.3585824

Cork A, Joinson A , Smith LGE , Ellis D , Stanton Fraser D. Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior. In CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery. 2023. p. 1-7. 212. (Conference on Human Factors in Computing Systems - Proceedings). doi: 10.1145/3544549.3585824

Cork, Alicia ; Joinson, Adam ; Smith, Laura G. E. et al. / Motivations for Collecting Digital NFT Fashion : A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior. CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 2023. pp. 1-7 (Conference on Human Factors in Computing Systems - Proceedings).

@inproceedings{50fdfc0f63d84df4a9ad3192742a3560,

title = "Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors{\textquoteright} Behavior",

abstract = "Non-fungible tokens (NFTs) allow individuals to demonstrate own- ership of digital and physical assets. NFTs are scarce, unique, and authentic; three properties known to be key for determining per- ceived value. Whilst previous research has primarily focused on NFTs as a source of economic value, here we assess the psychologi- cal motivations of collectors of digital fashion NFTs. Specifically, NTFs related to digital fashion are particularly relevant to HCI researchers as they sit at the intersection between business, cul- ture, and self-expression. Here, we survey 19 users of a digital avatar fashion company, Genies, to understand the gratifications users derive from collecting digital NFT fashion. Results demon- strate that the primary motivations for collecting fashion NFTs are self-expression and utility and that motivations associated with value are secondary. We make design recommendations based on these results, indicating that developers should distinguish between expression-based motivations and value-based motivations.",

keywords = "avatars, digital fashion, non-fungible tokens, uses and gratifications theory",

author = "Alicia Cork and Adam Joinson and Smith, \{Laura G. E.\} and David Ellis and \{Stanton Fraser\}, Danae",

note = "Funding Information: This research was funded by the EPSRC{\textquoteright}s National Research Centre on Privacy, Harm Reduction and Adversarial Influence Online (REPHRAIN), grant number: EP/V011189/1. ",

year = "2023",

month = apr,

day = "19",

doi = "10.1145/3544549.3585824",

language = "English",

series = "Conference on Human Factors in Computing Systems - Proceedings",

publisher = "Association for Computing Machinery",

pages = "1--7",

booktitle = "CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems",

address = "USA United States",

}

TY - GEN

T1 - Motivations for Collecting Digital NFT Fashion

T2 - A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior

AU - Cork, Alicia

AU - Joinson, Adam

AU - Smith, Laura G. E.

AU - Ellis, David

AU - Stanton Fraser, Danae

N1 - Funding Information: This research was funded by the EPSRC’s National Research Centre on Privacy, Harm Reduction and Adversarial Influence Online (REPHRAIN), grant number: EP/V011189/1.

PY - 2023/4/19

Y1 - 2023/4/19

N2 - Non-fungible tokens (NFTs) allow individuals to demonstrate own- ership of digital and physical assets. NFTs are scarce, unique, and authentic; three properties known to be key for determining per- ceived value. Whilst previous research has primarily focused on NFTs as a source of economic value, here we assess the psychologi- cal motivations of collectors of digital fashion NFTs. Specifically, NTFs related to digital fashion are particularly relevant to HCI researchers as they sit at the intersection between business, cul- ture, and self-expression. Here, we survey 19 users of a digital avatar fashion company, Genies, to understand the gratifications users derive from collecting digital NFT fashion. Results demon- strate that the primary motivations for collecting fashion NFTs are self-expression and utility and that motivations associated with value are secondary. We make design recommendations based on these results, indicating that developers should distinguish between expression-based motivations and value-based motivations.

AB - Non-fungible tokens (NFTs) allow individuals to demonstrate own- ership of digital and physical assets. NFTs are scarce, unique, and authentic; three properties known to be key for determining per- ceived value. Whilst previous research has primarily focused on NFTs as a source of economic value, here we assess the psychologi- cal motivations of collectors of digital fashion NFTs. Specifically, NTFs related to digital fashion are particularly relevant to HCI researchers as they sit at the intersection between business, cul- ture, and self-expression. Here, we survey 19 users of a digital avatar fashion company, Genies, to understand the gratifications users derive from collecting digital NFT fashion. Results demon- strate that the primary motivations for collecting fashion NFTs are self-expression and utility and that motivations associated with value are secondary. We make design recommendations based on these results, indicating that developers should distinguish between expression-based motivations and value-based motivations.

KW - avatars

KW - digital fashion

KW - non-fungible tokens

KW - uses and gratifications theory

UR - https://www.scopus.com/pages/publications/85158121064

U2 - 10.1145/3544549.3585824

DO - 10.1145/3544549.3585824

M3 - Chapter in a published conference proceeding

T3 - Conference on Human Factors in Computing Systems - Proceedings

SP - 1

EP - 7

BT - CHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems

PB - Association for Computing Machinery

ER -

Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior

Abstract

Publication series

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

REPHRAIN: Research centre on privacy, harm reduction and adversarial influence online

Cite this

Motivations for Collecting Digital NFT Fashion: A Uses and Gratifications Theory Approach for Understanding Digital NFT Fashion Collectors’ Behavior

Abstract

Publication series

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Projects

REPHRAIN: Research centre on privacy, harm reduction and adversarial influence online

Cite this