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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 25, No. 1, pp.19-34
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2025
Received 14 Nov 2024 Revised 11 Feb 2025 Accepted 17 Mar 2025
DOI: https://doi.org/10.7233/ijcf.2024.25.1.019

The Convergence of Technology, Profitability, and Culture: Factors Influencing Chinese Gen Z Fashion NFT Consumers’ Journey

Yu Sun1, 2 ; So Jung Yun†
1Associate Professor, College of Economics and Management, Shangqiu Normal University, Shangqiu, China
2Postdoctoral Researcher, School of Management, Fudan University, Shanghai, China
†Lecturer, Department of Fashion Design & Merchandising, College of Social Science, Gachon University, Gachon, South Korea

Correspondence to: † jiicho74@gachon.ac.kr

Citation Sun, Y. & Yun, S. J. (2025). The Convergence of Technology, Profitability, and Culture: Factors Influencing Chinese Gen Z Fashion NFT Consumers’ Journey. International Journal of Costume and Fashion, 25(1), 19-34.

Abstract

Since 2020, the rapid expansion of the non-fungible token (NFT) market has transformed multiple industries, particularly fashion, as luxury brands integrate blockchain-based technologies into digital collectibles. Among the key adopters of fashion NFTs, Chinese male Generation Z consumers exhibit high digital literacy and speculative investment tendencies, making them a critical demographic in shaping NFT consumption trends. However, research on their decision-making processes, motivational drivers, and behavioral patterns remains scarce. This study employs qualitative research methods using grounded theory to explore the underlying mechanisms influencing Gen Z male consumers’ engagement with fashion NFTs. Findings reveal that perception of NFT features—including trend-driven exposure and cultural reliability—directly influences cognitive and emotional responses, particularly regarding financial considerations, risk perception, and gamification incentives. These responses, in turn, shape behavioral intentions and consumption patterns, such as strategic investment behavior and psychological engagement. Additionally, long-term impact and market exit strategies moderate the relationship between consumer perception, emotional responses, and purchasing behavior, influencing whether users sustain engagement or withdraw from the market. This study contributes to NFT consumer behavior research by extending perceived value theory and offering insights into market regulation, brand strategy, and consumer trust in digital assets.

Keywords:

Non-Fungible Token (NFT), Digital ownership, Crypto marketing, Asset tokenization

Acknowledgments

This research was supported by the Humanities and Social Sciences Research Project of the Department of Education of Henan Province, China (2025-ZZJH-331). The Henan Federation of Social Science Project (SKL-2024-1414). The Culture and Tourism Department of Henan Province, China (24HNFY-LX004). The Soft Science Project of the Henan Department of Science and Technology (252400410184). The Henan Provincial Philosophy and Social Science Planning Project (2024CXW020). The Research Project on Strengthening Education in Henan Province under the Henan Provincial Philosophy and Social Science Program (2025JYQS1239).

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