Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

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How Consumers’ Awareness of Digital Artworks Affects Their Willingness to Purchase - An Example from the OpenSea NFT Art Manufacturing Platform

Authors
Ruicong Ma1, *
1Master of Curating and Cultural Leadership, UNSW Sydney, 2052, Kensington, Australia
*Corresponding author. Email: ruicongma23@163.com
Corresponding Author
Ruicong Ma
Available Online 3 December 2025.
DOI
10.2991/978-94-6463-888-2_77How to use a DOI?
Keywords
Consumer awareness; purchasing intentions; non-fungible tokens (NFTs); OpenSea; legal uncertainties; ethical considerations; digital literacy; consumer behavior; educational initiatives
Abstract

This research aims to explore the impact of consumer awareness on their purchase intention in the non-fungible token (NFT) art market and focuses on the OpenSea platform. Through methods of qualitative analysis and case studies, the research examines how factors such as uncertainty in the law, ethical considerations, and digital literacy influence consumer behaviour. The analysis shows that there is a positive correlation between increased awareness of NFT functionality and an increased willingness to purchase digital art. The study also highlights the importance of consumer education, the resolution of legal and ethical issues, and the development of consumer confidence. The study discusses the impact of NFTs on artists, collectors and market regulators, as well as the need for clear guidelines and visibility in the rapidly developing NFT market, which will cultivate a more engaged and informed consumer group.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 December 2025
ISBN
978-94-6463-888-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-888-2_77How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ruicong Ma
PY  - 2025
DA  - 2025/12/03
TI  - How Consumers’ Awareness of Digital Artworks Affects Their Willingness to Purchase - An Example from the OpenSea NFT Art Manufacturing Platform
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 785
EP  - 791
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_77
DO  - 10.2991/978-94-6463-888-2_77
ID  - Ma2025
ER  -