消費者對NFT商品購買意願之因素探討

Factors Influencing Consumers’ Purchase Intention of NFT Products

廖劭雨(SHAO-YU LIAO)

指導教授 ： 廖秀莉

中原大學/商學院/資訊管理學系/碩士(2023年)

https://doi.org/10.6840/cycu202301150

摘要

隨著WEB3網路的發展，區塊鏈的應用逐漸成熟，其中NFT商品更是爆炸性成長，但過去研究多針對區塊鏈技術，有關NFT商品的研究較為稀缺。因此本研究以目前主流之藝術圖像型NFT商品為目標，使用包含炫耀性消費、自我一致性、名人效應、視覺吸引力、稀少性、所有權證明、創作者分潤、知覺價值、財務風險、心理風險以及購買意願等構面，探討影響消費者對NFT商品購買意願的因素。
在研究方法方面，本研究採用問卷調查法，以年齡18歲以上的網路世代族群作為研究對象，共回收202份有效問卷，分析方面使用結構方程模式(SEM)進行驗證，其研究結論如下：

1.「炫耀性消費」、「名人效應」以及「所有權證明」對NFT商品消費者的「知覺價值」有正向影響。
2.「財務風險」及「心理風險」對NFT商品消費者的「購買意願」有負向影響。
3.「知覺價值」對NFT商品消費者的「購買意願」有顯著的正向影響。

關鍵字

非同質化代幣(NFT) ； 炫耀性消費 ； 名人效應 ； 知覺價值 ； 購買意願

並列摘要

With the development of WEB3 network, blockchain applications are gradually maturing, among which NFT products are growing explosively. However, past studies have mostly focused on blockchain technology, and studies on NFT products are relatively scarce. Therefore, this study focuses on the current mainstream art-image NFT products and explores the factors that influence consumers' purchase intention of NFT products from the perspective of the conspicuous consumption, self-consistency, celebrity effect, visual appeal, scarcity, proof of ownership, royalty, perceived value, financial risk, psychological risk, and purchase intention.
In terms of research method, this study collect 202 samples from the Internet generation aged 18 years or older by questionnaire survey, and verify the model by SEM. The research conclusions are as follows:
1."Conspicuous consumption", "celebrity effect" and "proof of ownership" have a positive impact on the "perceived value" of NFT products consumers.
2."Financial risk" and "psychological risk" have a negative effect on the "purchase intention" of NFT products consumers.
3."Perceived value" has a significant positive effect on the "purchase intention" of NFT products consumers.

並列關鍵字

Non-Fungible Token (NFT) ； conspicuous consumption ； celebrity effect ； perceived value ； purchase intention

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