Recently, various NFT ecosystems utilizing Non-Fungible Tokens have been created, and are gaining attention as a new opportunity for businesses and cryptocurrency investors. Therefore, the purpose of this study is to identify the relationship between the perceived value and purchase intention of NFT products by consumers, and to verify the moderating effects of perceived risk and generation. To achieve this, a survey of 300 general individuals who have used and invested in NFT in the past three years was conducted to collect data and a frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple and hierarchical regression analysis were performed. The hypothesis testing results showed that firstly, the functional, epistemic, and conditional values of NFT consumption have a positive effect on purchase intention. Secondly, it was found that there is a significant moderating effect of generation in the relationship between NFT consumption value and purchase intention. In particular, functional and epistemic values showed significant moderating effects, and it was found that Generation X is relatively strongly influenced by functional value, while Millennials and Generation Z are strongly influenced by epistemic value. These research results can be used as useful information for companies to develop differentiated NFT products and services in the future, and we hope that education programs and policies related to various risks perceived by consumers about NFTs will be established. Finally, consumers are able to check their NFT consumption tendencies and contribute to the positive development of the NFT market.