NFT網路相關文章對閱聽眾之影響研究－以創新抵制理論之觀點

Using Innovation Resistance Theory to Analyze the Impact of NFT-related Online Articles on the Audience

邱于平(Yu-Ping Chiu) ； 張巧欣(Chao-Hsin-Chang)

《行銷科學學報》 20卷1期 (2024/04) Pp. 93-114

https://doi.org/10.53106/181666012024042001004

摘要

NFT自2021年蓬勃發展到2022年急速下跌，依然受到許多大眾關注。本研究發現，當前學術研究中較少針對NFT網路負面文章進行探討，透過內容分析法，釐清網路負面文章會否實際影響閱聽眾認知與應用。本研究從創新抵制理論（IRT）學術角度出發，探討哪些內容要素會影響消費者對NFT認知與應用。研究結果顯示NFT網路負面文章中功能障礙（使用障礙、價值障礙及風險障礙）和心理障礙（傳統障礙、心理障礙）各項不同子類目中出現佔比多數具顯著差異。研究結果於學術面有助提供後續研究人員探討消費者對NFT新創服務的抵制行為研究之參考依據；在實務面，相關從業人員了解網路負面文章可能導致消費者抵制行為產生，故應分享正面文章或針對負面內容進行解釋，降低消費者疑慮。

關鍵字

創新抵制理論 ； NFT ； 功能障礙 ； 心理障礙 ； 新創服務

並列摘要

The NFT market experienced a flourishing period from 2021 to a rapid decline in 2022, yet it continues to capture widespread attention. This study identifies a gap in current academic research, which has insufficiently explored negative NFT-related online articles. Through content analysis, it aims to clarify whether negative online articles indeed affect audience perceptions and usage. This research adopts an academic perspective rooted in Innovation Resistance Theory (IRT) to investigate which content elements influence consumers' understanding and utilization of NFTs. The study's results reveal significant differences in the prevalence of various subcategories of functional barriers (usage barriers, value barriers, and risk barriers) and psychological barriers (traditional barriers and image barriers) within negative NFT-related online articles. From an academic standpoint, these findings provide valuable reference points for future researchers examining the resistance behaviors of consumers to NFT innovations. It is crucial for industry professionals to understand that negative online articles can lead to consumer resistance. Therefore, sharing positive articles and providing explanations for negative content can ease consumer concerns.

並列關鍵字

Innovation Resistance Theory ； NFT ； Function barrier ； Psychological barrier ； New services

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