為粉絲經濟裝上Fintech翅膀－明星NFT

非同質化代幣（NFT）與Bitcoin、Ether和Litecoin等加密貨幣都是區塊鏈技術的創新商品，近年陸續引進全球交易市場並讓粉絲經濟有了Fintech元素。然而，台灣粉絲經濟收藏者對於這些線上虛擬金融商品的認識與接受度至今仍然很低，且對相關交易平台存在相當程度的誤解。本文旨在通過調查影響大學生未來對區塊鏈明星NFT產品的接受態度與行為因素，以評估NFT產品在台灣粉絲經濟產業的發展潛力。鑑於區塊鏈技術和NFT產品設計的複雜性，本研究以科技接受模型（TAM）為基礎，搭配符合明星NFT產品特徵，包括信任、監管支持、社群影響、設計誘因和科技知識等特定變因，提出一個整合性模型，並對台灣大學生進行調查，以確定這些構念對其NFT使用意圖的影響。研究結果發現除假說三與假說七外，其餘假說皆獲得實證支持。首先，社群影響和監管支持會正向影響大學生對明星NFT的信任水準。其次，設計誘因會影響認知易用程度。再者，社群影響與認知易用會同時影響認知有用。此外，信任與認知有用對明星NFT的接受態度有顯著影響。最後，大學生的接受態度會顯著影響投資明星NFT的行為意圖。

關鍵字

非同質化代幣；加密貨幣；區塊鏈；科技接受模式；信任

並列摘要

Cryptocurrencies such as Bitcoin, Ether, Litecoin and Non-Fungible Tokens are innovative products of the Fintech blockchain. In recent years, they have been introduced into the global trading market and changed fan economics. However, Taiwanese investors' awareness and acceptance of these financial instruments are still very low. This paper aims to evaluate the development potential of NFT in Taiwan by investigating the factors that affect college students' acceptance attitudes and behaviors towards NFT. In view of the complexity of blockchain technology and NFT design, this study is based on the TAM, which matches the characteristics of NFT, including trust, regulatory support, social influence, design and knowledge, etc. An integrative model is proposed, and a survey of Taiwanese university students is conducted to determine the impact of these constructs on their NFT buying intentions. Finally, we found that, except for Hypotheses 3 and 7, all the other hypotheses were supported by empirical data. First, regulatory support and social influence will positively affect the trust of college students in star NFTs. Second, design affect perceived ease of use significantly. Furthermore, social influence and perceived ease of use will affect perceived usefulness at the same time. In addition, trust and perceived usefulness have a significant impact on the attitude of star NFTs. Finally, the attitude of college students will significantly affect the behavioral intentions of investment star NFTs.

並列關鍵字

NFT ； Cryptocurrency ； Blockchain ； TAM ； Trust

參考文獻

皮世明、劉昱志 (2009)。即時通訊軟體使用對於組織溝通滿意影響之研究。電子商務學報，11(4)，697-721。 doi: 10.6188/JEB.2009.11(4).02

吳孟道 (2018)。史上最大的泡沫？加密貨幣的發展與監管。會計研究月刊， 391，102-108。 doi: 10.6650/ARM.201806_(391).0016

吳孟道 (2021)。虛擬資產皆可「幣」，非同質化代幣(NFT)交易會是新一波商機？會計研究月刊，428，108-113。 doi: 10.6650/ARM.202107_(428).0018

吳肇銘 (2008)。影響部落格加值服務購買行為之因素研究。電子商務學報，10(4)，1107-1128。 doi: 10.6188/JEB.2008.10(4).04

許麗玲、徐村和、唐嘉偉、陳嘉奇 (2011)。社會影響與社群特性對於部落客任務價值及 Blog 持續使用意圖之影響。電子商務學報，13(4)，781-816。 doi: 10.6188/JEB.2011.13(4).07

主題瀏覽