Research on Influencing Factors of Young People\'s Digital Collection Purchase Intention

• 1、Beijing University of Posts and Telecommunications,Beijing 100876

Abstract：Digital collection refers to the use of blockchain technology to generate unique digital vouchers corresponding to specific works and artworks, and realize real digital distribution, purchase, collection and use on the basis of protecting their own digital copyright.Digital collectibles are a form of digital goods, and the three most significant characteristics that distinguish them from digital goods are uniqueness (referring to the immutability of product underlying data and unique numbering), rarity (referring to limited product release), and the need to use blockchain for technological development.The current academic research on digital collectibles mostly focuses on the connotation, risks, and formation mechanisms of digital collectibles. However, there is less involvement in exploring the value of digital collectibles themselves and the level of consumer awareness of digital collectibles from a consumer perspective.This article will start with the attention stage of purchasing behavior based on the AIDA model, explore the cognitive level of young people towards digital collectibles, summarize and analyze domestic and foreign literature, and distribute survey questionnaires to young people aged 18-35. Group interviews will be organized to draw conclusions from concepts, categories, values, functions, and future development evaluations. Based on the analysis, suggestions will be provided for the digital collectibles industry, Explore the future development trends of digital collectibles.

Keywords： Digital collections；Cognitive level；Future development evaluation