Purpose This article examines the motivations behind sport fans' purchases of nonfungible token (NFT) products, focusing on both hedonic and utilitarian factors. It also investigates the moderating role of team and athlete identification in shaping these motivations. The study aims to expand the literature on consumer behavior and sport management by examining how emerging digital assets, such as NFTs, impact fan engagement and purchasing behavior. Design/methodology/approach The study employed a quantitative approach using a survey of 142 sport NFT consumers recruited from online platforms such as Reddit, Discord, and Facebook. Motivations were measured using validated scales assessing five constructs (financial gain, ownership, drama, enjoyment and socialization) and fan identification. Confirmatory factor analysis (CFA) and moderation analyses were conducted to test the proposed model. Findings The results confirmed that all five motivation factors significantly influence the intention to purchase sport NFT products. Additionally, team and athlete identification significantly moderated the effects of hedonic motivations (drama, enjoyment and socialization), reinforcing the role of social identity in digital fan behavior. Group comparisons revealed that individuals with higher purchase quantities or higher spending values tend to emphasize different motivational dimensions, such as drama and financial gain. Originality/value This study empirically tested a theoretical model of sport NFT purchase motivations, integrating hedonic and utilitarian perspectives with social identity theory. It contributes to both academic literature and practical applications in the rapidly evolving landscape of digital sport merchandise.
Jiang et al. (Fri,) studied this question.