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題名：NFT之購買意願研究：以偶像NFT及品牌NFT為例
作者：林仁祥
作者(外文)：Lin, Ren-Xiang
校院名稱：國立政治大學
系所名稱：資訊管理學系
指導教授：楊亨利
學位類別：博士
出版日期：2023
主題關鍵詞：非同質化代幣；購買意願；網路外部性理論；知覺利益與犧牲框架；NFT自我效能；偶像迷戀；NFT品牌聲譽；Non-fungible tokens；Purchase intention；Network externalities；Perceived benefits and sacrifices；NFT self-efficacy；Idol attachment；NFT brand reputation
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由於資訊科技的蓬勃發展，令許多新興的資訊技術及應用快速萌芽，例如：區塊鏈、加密貨幣、元宇宙以及近期爆紅的非同質化代幣 (NFT)。NFT係具有唯一性、不可替代性、無法分割等特性的數位代幣。透過與數位或實體內容的連結，能在區塊鏈上代表特定的數位或實體資產。NFT的話題在台灣興起後，不少名人偶像也搭上這股熱潮發行NFT，引起粉絲爭相搶購。對於帶著偶像光環的NFT，究竟有什麼令人嚮往的特質，是本研究探討的主軸之一。此外，讓NFT造成話題的原因，來自知名品牌NFT驚人的成交天價。然而，品牌NFT有哪些令人趨之若鶩的特點，是另一項的研究主軸。
因此，本研究將研究情境劃分為粉絲購買平價偶像NFT與富人購買天價品牌NFT。借鑑網路外部性理論、知覺利益與犧牲的研究框架，找出可能之考量因素並將NFT自我效能的干擾效果納入考慮。藉此，提出兩個研究模型，並分別以問卷調查及情境實驗的方式進行驗證。研究結果指出，粉絲的偶像NFT購買意願受到強連結影響、偶像迷戀及期望收益的正向影響並受到經濟成本的負向影響，而NFT自我效能則無顯著的干擾效果。富人的品牌NFT購買意願則受到強連結影響及期望收益的正向影響並受到加密貨幣價格波動性的負向影響，而NFT自我效能僅對弱連結影響有正向的干擾效果，其餘則無。除此之外，由網路外部性、知覺利益及犧牲的構面層次檢視，在粉絲及富人的NFT購買意願影響上也有些不同發現。
The advancement of information technology has continuously made rapid growth for innovative applications, for instance, non-fungible tokens (NFT). NFT is a type of digital token which owns cryptographically unique, irreplaceable, and indivisible. It could be represented as a specific digital or physical asset on blockchain through connecting to corresponding content. Since the popularity of NFT in Taiwan, many idols have issued their own NFTs, causing fans to snap up them. Besides, the trend of NFT originated from the incredible price of brand NFTs. Therefore, this study attempts to identify potential determinants of purchase intention for idol and brand NFT.
There are different research contexts, including fans purchasing idol NFT and the rich purchasing brand NFT. Drawing on theory of network externalities, perceived benefits and sacrifices framework to explore the influential factors and to treat NFT self-efficacy as the moderating factor. The questionnaire survey and scenario-based experiment are applied to examine the idol and brand NFT models, respectively. The results reveal that strong-tie influence, idol attachment, and expected return are the positive determinants and economic cost is the negative determinant for purchasing idol NFT. The moderating effects of NFT self-efficacy are not found. Additionally, strong-tie influence and expected return are the positive determinants and price volatility of cryptocurrency is the negative determinant for purchasing brand NFT. The NFT self-efficacy only has the positive moderating effect on weak-tie influence. Moreover, there are interest insights between fans and the rich NFT purchasing intention via the lens of network externalities, perceived benefits and sacrifices.
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