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The NFT Metaverse represents a dynamic digital landscape where blockchain technology facilitates decentralized ownership and immersive experiences. As Generation Z increasingly shapes digital engagement, understanding their participation is critical. This study applies the Theory of Planned Behavior to examine the factors shaping Gen Z’s participation in the NFT Metaverse in Binh Duong. Using structural equation modeling on 526 survey responses, findings reveal that intention strongly predicts behavior, while market impact influences perceived control. Social and technical factors shape attitudes, trust, and confidence, emphasizing the need for user-friendly, transparent, and community-driven NFT platforms. Insights inform businesses and policy makers about optimizing Gen Z engagement in this evolving digital space.

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Decoding Gen Z’s Engagement in the NFT Metaverse: A Behavioral Analysis Using the Theory of Planned Behavior

  • 会议论文

  • 发表日期：

    2026年

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  • Nguyen Thanh An

摘要

The NFT Metaverse represents a dynamic digital landscape where blockchain technology facilitates decentralized ownership and immersive experiences. As Generation Z increasingly shapes digital engagement, understanding their participation is critical. This study applies the Theory of Planned Behavior to examine the factors shaping Gen Z’s participation in the NFT Metaverse in Binh Duong. Using structural equation modeling on 526 survey responses, findings reveal that intention strongly predicts behavior, while market impact influences perceived control. Social and technical factors shape attitudes, trust, and confidence, emphasizing the need for user-friendly, transparent, and community-driven NFT platforms. Insights inform businesses and policy makers about optimizing Gen Z engagement in this evolving digital space.