{"id":"https://openalex.org/W4411888654","doi":"https://doi.org/10.3390/jtaer20030155","title":"To NFT or Not: A Strategic Analysis for Fashion Brands Developing Digital Products in the Metaverse","display_name":"To NFT or Not: A Strategic Analysis for Fashion Brands Developing Digital Products in the Metaverse","publication_year":2025,"publication_date":"2025-07-01","ids":{"openalex":"https://openalex.org/W4411888654","doi":"https://doi.org/10.3390/jtaer20030155"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20030155","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20030155","pdf_url":"https://www.mdpi.com/0718-1876/20/3/155/pdf?version=1751350688","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/3/155/pdf?version=1751350688","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101589483","display_name":"Yazhou Liu","orcid":"https://orcid.org/0000-0003-4443-5594"},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]},{"id":"https://openalex.org/I4210102494","display_name":"Inner Mongolia Electric Power Survey & Design Institute (China)","ror":"https://ror.org/01cg3n190","country_code":"CN","type":"company","lineage":["https://openalex.org/I4210102494"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yazhou Liu","raw_affiliation_strings":["Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","institution_ids":["https://openalex.org/I181326427"]},{"raw_affiliation_string":"Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China","institution_ids":["https://openalex.org/I4210102494"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100368513","display_name":"Wenjie Wang","orcid":"https://orcid.org/0000-0001-8405-8282"},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]},{"id":"https://openalex.org/I4210102494","display_name":"Inner Mongolia Electric Power Survey & Design Institute (China)","ror":"https://ror.org/01cg3n190","country_code":"CN","type":"company","lineage":["https://openalex.org/I4210102494"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Wenjie Wang","raw_affiliation_strings":["Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China"],"raw_orcid":"https://orcid.org/0000-0001-8405-8282","affiliations":[{"raw_affiliation_string":"Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","institution_ids":["https://openalex.org/I181326427"]},{"raw_affiliation_string":"Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China","institution_ids":["https://openalex.org/I4210102494"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5100741943","display_name":"Junhua Liu","orcid":"https://orcid.org/0000-0003-4477-7439"},"institutions":[{"id":"https://openalex.org/I4210102494","display_name":"Inner Mongolia Electric Power Survey & Design Institute (China)","ror":"https://ror.org/01cg3n190","country_code":"CN","type":"company","lineage":["https://openalex.org/I4210102494"]},{"id":"https://openalex.org/I55654194","display_name":"Inner Mongolia University of Technology","ror":"https://ror.org/05564e019","country_code":"CN","type":"education","lineage":["https://openalex.org/I55654194"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Junhua Liu","raw_affiliation_strings":["Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China","School of Economics and Management, Inner Mongolia University of Technology, Hohhot 010051, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China","institution_ids":["https://openalex.org/I4210102494"]},{"raw_affiliation_string":"School of Economics and Management, Inner Mongolia University of Technology, Hohhot 010051, China","institution_ids":["https://openalex.org/I55654194"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5100368513"],"corresponding_institution_ids":["https://openalex.org/I181326427","https://openalex.org/I4210102494"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1114},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1114},"fwci":3.5461,"has_fulltext":true,"cited_by_count":3,"citation_normalized_percentile":{"value":0.92069694,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":91,"max":98},"biblio":{"volume":"20","issue":"3","first_page":"155","last_page":"155"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9514999985694885,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9514999985694885,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9336000084877014,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12514","display_name":"Fashion and Cultural Textiles","score":0.9175000190734863,"subfield":{"id":"https://openalex.org/subfields/1209","display_name":"Museology"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/metaverse","display_name":"Metaverse","score":0.5971791744232178},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.4543125629425049},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.44605496525764465},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.41927871108055115},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.3933301866054535},{"id":"https://openalex.org/keywords/human\u2013computer-interaction","display_name":"Human\u2013computer interaction","score":0.17066681385040283},{"id":"https://openalex.org/keywords/virtual-reality","display_name":"Virtual reality","score":0.11173084378242493}],"concepts":[{"id":"https://openalex.org/C53332860","wikidata":"https://www.wikidata.org/wiki/Q2632041","display_name":"Metaverse","level":3,"score":0.5971791744232178},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4543125629425049},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.44605496525764465},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.41927871108055115},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3933301866054535},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.17066681385040283},{"id":"https://openalex.org/C194969405","wikidata":"https://www.wikidata.org/wiki/Q170519","display_name":"Virtual reality","level":2,"score":0.11173084378242493}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer20030155","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20030155","pdf_url":"https://www.mdpi.com/0718-1876/20/3/155/pdf?version=1751350688","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:b8b826164bdc445fb1d35ed67b333f22","is_oa":true,"landing_page_url":"https://doaj.org/article/b8b826164bdc445fb1d35ed67b333f22","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 3, p 155 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20030155","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20030155","pdf_url":"https://www.mdpi.com/0718-1876/20/3/155/pdf?version=1751350688","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G104331476","display_name":"\u793e\u4f1a\u4f9b\u9700\u53cc\u65b9\u6709\u9650\u7406\u6027\u884c\u4e3a\u4e0b\u4f17\u5305\u7269\u6d41\u6fc0\u52b1\u673a\u5236\u4e0e\u5b9a\u4ef7\u7b56\u7565\u7814\u7a76","funder_award_id":"71872038","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G1708315203","display_name":"\u5206\u4eab\u7ecf\u6d4e\u73af\u5883\u4e0b\u4f01\u4e1a\u8fd0\u8425\u4e0e\u8d44\u6e90\u914d\u7f6e\u7406\u8bba\u7814\u7a76","funder_award_id":"71832001","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G4706241488","display_name":null,"funder_award_id":"KFSM-GDSK0208","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4411888654.pdf","grobid_xml":"https://content.openalex.org/works/W4411888654.grobid-xml"},"referenced_works_count":71,"referenced_works":["https://openalex.org/W1602197886","https://openalex.org/W1867533404","https://openalex.org/W1992467442","https://openalex.org/W2022489896","https://openalex.org/W2024010314","https://openalex.org/W2061635273","https://openalex.org/W2071175510","https://openalex.org/W2097833067","https://openalex.org/W2186897179","https://openalex.org/W2316836042","https://openalex.org/W2577196290","https://openalex.org/W2587860328","https://openalex.org/W2599979533","https://openalex.org/W2604784470","https://openalex.org/W2607403000","https://openalex.org/W2792277770","https://openalex.org/W2948823049","https://openalex.org/W2952912015","https://openalex.org/W2953957481","https://openalex.org/W2978346165","https://openalex.org/W3022499591","https://openalex.org/W3030794596","https://openalex.org/W3109860143","https://openalex.org/W3111586337","https://openalex.org/W3133012619","https://openalex.org/W3160847767","https://openalex.org/W3170523084","https://openalex.org/W3171354287","https://openalex.org/W3176794994","https://openalex.org/W3186461460","https://openalex.org/W3197361622","https://openalex.org/W3206962351","https://openalex.org/W3212055144","https://openalex.org/W4200174173","https://openalex.org/W4206364195","https://openalex.org/W4211213437","https://openalex.org/W4220880259","https://openalex.org/W4226198675","https://openalex.org/W4226225860","https://openalex.org/W4226340099","https://openalex.org/W4229016428","https://openalex.org/W4293353521","https://openalex.org/W4295414656","https://openalex.org/W4296410605","https://openalex.org/W4308702797","https://openalex.org/W4313194853","https://openalex.org/W4313568003","https://openalex.org/W4315433485","https://openalex.org/W4321376768","https://openalex.org/W4322630887","https://openalex.org/W4367293448","https://openalex.org/W4377093594","https://openalex.org/W4379058319","https://openalex.org/W4380786605","https://openalex.org/W4383617512","https://openalex.org/W4388487801","https://openalex.org/W4391183095","https://openalex.org/W4391531392","https://openalex.org/W4396914288","https://openalex.org/W4400118481","https://openalex.org/W4400612796","https://openalex.org/W4402224099","https://openalex.org/W4403748857","https://openalex.org/W4404754747","https://openalex.org/W4406737207","https://openalex.org/W4408483068","https://openalex.org/W6723779473","https://openalex.org/W6735532052","https://openalex.org/W6797162735","https://openalex.org/W6811292004","https://openalex.org/W6842192138"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2899084033","https://openalex.org/W2748952813","https://openalex.org/W2166821106","https://openalex.org/W4312864667","https://openalex.org/W2616814274","https://openalex.org/W4376853950","https://openalex.org/W3132716659","https://openalex.org/W1562991075","https://openalex.org/W2187644337"],"abstract_inverted_index":{"This":[0],"paper":[1],"examines":[2],"the":[3,17,30,39,49,65,71,83,94,105],"strategic":[4,125],"decisions":[5],"of":[6,52,67,85,99,107],"fashion":[7,32,41,53,72,86,111,123,154],"brands":[8,54],"to":[9,88,152],"develop":[10],"and":[11,38,58,81,97,127,144],"sell":[12],"non-fungible":[13],"tokens":[14],"(NFTs)":[15],"within":[16],"metaverse.":[18],"We":[19],"construct":[20],"two":[21],"operational":[22],"models":[23],"based":[24],"on":[25],"whether":[26],"NFTs":[27],"are":[28,101,149],"adopted:":[29],"traditional":[31],"model":[33,42],"without":[34],"NFT":[35,44,147],"(Scenario":[36,45],"T)":[37],"digital":[40,68,95,108,156],"with":[43],"D).":[46],"By":[47],"comparing":[48],"equilibrium":[50],"outcomes":[51],"in":[55,70],"Scenarios":[56],"T":[57],"D,":[59],"we":[60,139],"derive":[61],"valuable":[62],"insights":[63],"into":[64],"implementation":[66],"strategies":[69,109],"industry.":[73],"Our":[74],"analysis":[75],"reveals":[76],"three":[77],"key":[78],"findings.":[79],"First":[80],"foremost,":[82],"proportion":[84],"customers":[87],"conventional":[89],"customers,":[90],"as":[91,93],"well":[92],"value":[96],"cost":[98],"NFTs,":[100],"direct":[102],"factors":[103],"influencing":[104,122],"adoption":[106],"by":[110,116],"brands.":[112],"Secondly,":[113],"opportunistic":[114],"pricing":[115,143],"manufacturers":[117],"is":[118],"an":[119],"indirect":[120],"factor":[121],"brands\u2019":[124,155],"choices,":[126],"a":[128,145],"fixed":[129],"production":[130],"price":[131],"contract":[132],"can":[133],"effectively":[134],"avoid":[135],"this":[136],"case.":[137],"Finally,":[138],"find":[140],"that":[141],"personalized":[142],"free":[146],"strategy":[148],"effective":[150],"tools":[151],"boost":[153],"revenues.":[157]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":1}],"updated_date":"2026-07-22T07:51:19.307946","created_date":"2025-10-10T00:00:00"}