Perceived traceability
Perceived traceability, facilitated by blockchain technology, plays a crucial role in building trust and verifying the authenticity of digital and cultural assets. Blockchain’s capacity to maintain immutable records of provenance and transaction history guarantees the authenticity of artworks, particularly in the metaverse, thereby shaping consumers’ purchase intentions (Menozzi et al. 2015). Traceability enhances psychological ownership by providing consumers with a stronger sense of control and connection to the digital artifact. Psychological ownership emerges when individuals perceive an object as uniquely theirs. Traceability reinforces this connection by validating the asset’s legitimacy and exclusivity (Shu and Peck, 2011; Kamleitner and Feuchtl, 2015).
Additionally, research has indicated that perceived traceability can increase the cultural value of blockchain assets by promoting transparency and enhancing understanding of the cultural narratives embedded in these products. For example, when detailed information about an asset’s origin and historical significance is available, consumers are more likely to appreciate its cultural connotations, even in contexts where public awareness of a particular culture is limited (Huang et al. 2009; Mishra and Malhotra, 2021). This appreciation fosters deeper engagement with blockchain assets, cultivating positive attitudes toward the cultural identity represented in these digital artifacts. Therefore, we hypothesize that:
H1: Perceived traceability positively influences psychological ownership.
H2: Perceived traceability positively influences cultural identity.
Perceived scarcity
Perceived scarcity, an inherent characteristic of blockchain-based crypto collectibles, plays a crucial role in shaping their appeal and value as digital cultural assets. The uniqueness and irreplicability of each crypto collectible reinforce the exclusivity of digital collections while imbuing them with a sense of rarity that enhances consumer desirability (Wu et al. 2012; Valeonti et al. 2021). Perceived scarcity enhances psychological ownership by fostering a personal connection, as individuals tend to place higher value on scarce items due to their limited availability and uniqueness (Shu and Peck, 2011; Lynn, 1991).
Psychologically, scarce items often symbolize distinction and exclusivity, strengthening consumers’ self-concept and self-image (Belk, 1988). Owning a scarce crypto collectible enables individuals to signal their identity and social status, reinforcing their cultural identity by connecting them to the cultural meanings embedded in these digital artifacts (Gupta, 2023; Morewedge et al. 2021). This aligns with symbolic consumption theories, which propose that scarce items act as cultural markers, strengthening the connection between individuals and the cultural narratives embedded in the assets they own (McCracken, 1986). These dynamics illustrate how scarcity serves as a key driver in the consumption of cultural crypto collectibles (Chen et al. 2024), fostering deeper emotional and cultural engagement with digital assets. Therefore, we hypothesize that:
H3: Perceived scarcity positively influences psychological ownership.
H4: Perceived scarcity positively influences cultural identity.
Perceived innovation
Perceived innovation is a key factor driving the adoption of new technologies and consumer engagement, particularly among younger demographics. In cultural crypto collectibles, perceived innovation is essential for enhancing consumer experience (Baker et al. 2022). Integrating advanced multimedia elements, such as 3D models, with blockchain platforms creates an immersive experience that satisfies consumers’ psychological desire for novelty and technological engagement. This immersion enhances user experience while fostering emotional involvement by aligning with consumers’ desire for innovative and unique content (Venkatesh and Bala, 2008; Rogers et al. 2019).
Beyond its psychological appeal, perceived innovation in cultural crypto collectibles is strengthened by the integration of traditional cultural elements with contemporary digital technologies. This fusion of innovation and tradition produces novel forms of cultural expression that resonate with younger audiences’ cultural identities (Hsu and Lin, 2015; Tang et al. 2022b). By presenting cultural artifacts through innovative digital media, these collectibles bridge tradition and modernity, offering new perspectives on cultural narratives in the digital era (Han and Hawken, 2018). This process supports cultural heritage preservation while enhancing cultural identification, fostering a deeper understanding of cultural values among digital natives (Fırat and Dholakia, 2017). Therefore, it is hypothesized that:
H5: Perceived innovation positively influences psychological ownership.
H6: Perceived innovation positively influences cultural identity.
Perceived cultural authenticity
Authenticity is the extent to which a cultural product is perceived as true to its origins, traditions, or cultural context, significantly influencing its appeal to consumers (Beverland, 2006). Perceived cultural authenticity is fundamental to consumer engagement with cultural products, particularly in the blockchain ecosystem, where it preserves historical integrity and enhances the emotional resonance of cultural content (Su, 2021). Cultural authenticity has long been associated with psychological connection in various contexts, including tourism and heritage studies (Kolar and Zabkar, 2010). Similarly, in the blockchain space, authenticity strengthens psychological ownership by allowing consumers to develop a deeper attachment to cultural products. When consumers perceive cultural products as authentic, they are more likely to develop a personal connection and take pride in ownership, as these products reflect their values and cultural identity (Kim and Kim, 2020; Pierce et al. 2001). Blockchain’s ability to preserve and convey authentic characteristics reinforces this emotional bond.
Moreover, perceived cultural authenticity is crucial in shaping cultural identity by anchoring consumers to the values and traditions embedded in cultural blockchain assets. Authentic cultural products act as a medium for individuals to connect with and express their cultural heritage, fostering a sense of belonging and identity (Chhabra, 2005). Blockchain’s ability to present culture as “living” and “active” further strengthens this connection, enabling consumers to experience and engage with cultural narratives dynamically and immersively (Santagata et al. 2011). Based on these insights, we hypothesize the following:
H7: Perceived cultural authenticity positively influences psychological ownership.
H8: Perceived cultural authenticity positively influences cultural identity.
Perceived cultural knowledge
Perceived cultural knowledge encompasses a consumer’s understanding of an artifact’s historical context, the artist’s background, and the intricacies of its craftsmanship. This knowledge is crucial in shaping consumer engagement with virtual arts and cultural crypto collectibles. Acquiring cultural knowledge enhances consumers’ appreciation of the artifact while fulfilling their desire for a deeper connection to cultural content, thereby fostering psychological ownership. Psychological ownership emerges when individuals perceive an object as personally meaningful or integral to their identity, even in the absence of legal ownership (Pierce et al. 2001). In cultural blockchain assets, access to detailed cultural knowledge reinforces this connection by increasing the perceived value and significance of the artifact (Peck et al. 2021; Holdack et al. 2022).
Cultural knowledge further shapes cultural identity by providing individuals with a framework to relate to and integrate cultural elements into their self-concept. Familiarity with and assimilation of cultural narratives enable consumers to view these artifacts as symbols of heritage and belonging, reinforcing their cultural identity (Chhabra, 2005; Mishra and Malhotra, 2021). This dynamic is particularly relevant to cultural blockchain assets, as these virtual artifacts often embody unique cultural traditions and histories. Associating with the values and narratives embedded in these assets fosters a deeper sense of belonging and commitment to the cultural product. Based on these insights, we hypothesize the following:
H9: Perceived cultural knowledge positively influences psychological ownership.
H10: Perceived cultural knowledge positively influences cultural identity.
Psychological ownership and cultural identity as mediators
Psychological ownership and cultural identity serve as key mediators in explaining consumer behavior toward cultural blockchain assets. These mediators independently and interactively influence the relationship between the perceived benefits of blockchain assets and consumers’ engagement intentions.
Psychological ownership as a mediator
Psychological ownership, as defined by Shu and Peck (2011), extends beyond emotional attachment to encompass a profound sense of personal connection and control over an object. In blockchain-based cultural artifacts, this concept is particularly salient due to the unique affordances of virtual assets. Blockchain technology allows consumers to interact with digital cultural artifacts in novel ways—through interactivity, personalization, and ownership verification—fostering exclusivity and deeper attachment (Morewedge et al. 2021; Liang et al. 2024). These characteristics establish a new paradigm for value perception and ownership in the digital marketplace.
The personalization and permanence of blockchain assets enhance consumers’ sense of control and attachment, reinforcing psychological ownership. This attachment shapes purchase intentions by increasing the perceived value of the asset. For example, verifying the provenance and uniqueness of a cultural crypto collectible enhances its desirability and perceived significance, motivating consumers to engage with such assets (Thomson et al. 2005; Kim et al. 2024).
Cultural identity as a mediator
Cultural identity represents a deep, multi-dimensional connection between individuals and their cultural heritage, integrating cognitive, emotional, and social dimensions (Holliday, 2010; Usborne and de la Sablonnière, 2014). In cultural blockchain consumption, cultural identity acts as a mediator, driving consumers toward products that resonate with their heritage, values, and traditions. The alignment between blockchain assets’ narratives and aesthetics and a consumer’s cultural identity fosters a sense of belonging and pride (McGowan et al. 2017; McIntosh and Prentice, 1999). Consumers with strong cultural ties gravitate toward digital assets that reflect their cultural narratives and aesthetics. This cultural proximity enhances the perceived value and appeal of these assets, reinforcing cultural identity and driving purchase intentions. Blockchain technology strengthens this connection by preserving and showcasing the heritage embedded in these virtual artifacts, making them especially appealing to culturally affiliated consumers.
Parallel mediation framework
The proposed parallel mediation framework highlights the interrelated and culturally contextualized effects of psychological ownership and cultural identity on consumer behavior. Psychological ownership influences consumer behavior through a sense of control, attachment, and exclusivity, whereas cultural identity operates by aligning cultural values and narratives with the consumer’s self-concept. Together, these mediators offer a comprehensive framework for understanding consumer engagement with cultural crypto collectibles. This framework underscores the dual pathways through which the perceived benefits of blockchain assets—traceability, scarcity, innovation, cultural authenticity, and cultural knowledge—shape purchase intentions:
H11: Psychological ownership mediates the relationship between perceived benefits of cultural blockchain assets—(a) perceived traceability, (b) perceived scarcity, (c) perceived innovation, (d) perceived cultural authenticity, and (e) perceived cultural knowledge—and purchase intentions.
H12: Cultural identity mediates the relationship between perceived benefits of cultural blockchain assets—(a) perceived traceability, (b) perceived scarcity, (c) perceived innovation, (d) perceived cultural authenticity, and (e) perceived cultural knowledge—and purchase intentions.
Independent self-construal as moderator
Self-construal, introduced by Markus and Kitayama (2014), describes how individuals perceive their relationship with the social environment and interpersonal dynamics. Independent self-construal emphasizes an autonomous and distinct self-concept, prioritizing personal beliefs, values, and self-reliance over external norms and group affiliations (Singelis, 1994). This perspective significantly influences how individuals engage with cultural crypto collectibles, particularly regarding their perceptions of cultural knowledge and authenticity, which are inherently subjective and shaped by personal value judgments rather than objective evaluation criteria.
Consumers with a strong independent self-construal shape their cultural identity primarily through internalized personal values and beliefs rather than external societal expectations. This individualistic orientation shapes their engagement with cultural blockchain assets, where attributes like perceived cultural knowledge and authenticity are particularly salient. Cultural crypto collectibles that offer detailed, accurate cultural knowledge or authentically represent cultural heritage resonate more deeply with these consumers, as such attributes align with their intrinsic values and identity formation processes (Chen et al. 2022; Kwan et al. 1997).
Independent self-construal moderates the relationship between perceived cultural authenticity, perceived cultural knowledge, and cultural identity by heightening the relevance of these attributes in identity construction. For individuals with high independent self-construal, culturally authentic and knowledge-rich blockchain assets function as tools for personal expression and self-definition, reinforcing their cultural identity. These consumers are more likely to derive a sense of connection and pride from cultural crypto collectibles that reflect their internalized cultural values and beliefs, as such attributes closely align with their personal frameworks for identity formation (Gudykunst et al. 1988). Conversely, individuals with lower independent self-construal may place less emphasis on perceived cultural authenticity and knowledge in shaping their cultural identity, as their self-concept is more intertwined with external norms and group affiliations. Thus, the moderating effect of independent self-construal underscores the interplay between individualistic values and cultural perceptions in blockchain-based cultural products. Accordingly, we propose the following hypotheses:
H13: Independent self-construal positively moderates the relationship between perceived cultural authenticity and cultural identity.
H14: Independent self-construal positively moderates the relationship between perceived cultural knowledge and cultural identity.
The conceptual model illustrating these relationships is presented in Fig. 1.
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