NAP falls in the category of "trust signals". There are some characteristics that legitimate web-only businesses have that illegitimate web-only businesses do not.
Legitimate web-only businesses tend to have fully fleshed-out "About Us" sections of their websites, which may include NAP. Legitimate web-only businesses have employees, and commonly link back-and-forth between the website and the social media profiles of these employees. Legitimate web-only businesses often register their domains for 5+ years, etc.
In isolation, implementing any 1 of these tactics isn't going to turn your untrusted website into a trusted one. But when you provide LOTS of these trust signals, from a variety of sources, all telling similar stories, they tend to point to web business that is doing business in good faith, and in it for the long haul.