K-means Clustering of Customer for SUPERGUCCI Collaboration in the Non-Fungible Token Market (66201)

Session Information: International Arts Practices
Session Chair: Gerrit Scheepers

Friday, January 6, 2023 (13:55)
Session: Session 4
Room: 318A
Presentation Type:Oral Presentation

All presentation times are UTC-10 (Pacific/Honolulu)

Luxury brands are increasingly starting to mint their own non-fungible token (NFT) to meet customer on digital world and get a chance to make a new business model. SUPERGUCCI NFT were minted by collaboration with Gucci one of luxury brand and Superplastic global entertainment brand. This study aimed to understand what types of consumers exist in the NFT market for SUPERGUCCI luxury brands. Data collection was performed on the most popular NFT exchange platform, OpenSea by using Python-automated testing tools, and x-path analysis was used to obtain the key information. The owner characteristics of the SUPERGUCCI portfolio were classified using a K-means clustering analysis. We can segment into three types of luxury NFT customers(crypto-natives, speculators, and casual collectors) and get deep understanding of market segmentation. In view of these results, the co-branded NFT consumer segmentation provides companies around the world with an analysis of luxury collaborations.

Authors:
Chen Qiuying, Chonnam National University, South Korea
Sangjoon Lee, Chonnam National University, South Korea


About the Presenter(s)
Ms CHEN QIUYING is a University Doctoral Student at CHONNAM NATIONAL UNIVERSITY in South Korea

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00