社群經營與非同質化代幣交易

非同質化代幣交易市場是一個充滿投機性的新興領域，導致市場價格波動幅度大，商品主要集中於藝術與收藏品兩種類型。本研究採取多個案研究法，觀察各團隊在Twitter與Discord社群裡和社群成員們的互動情況，探討社群經營對於非同質化代幣的交易價格、交易量的影響以及社群在非同質化代幣交易市場中扮演什麼角色? 研究結果發現社群經營的表現與非同質化代幣的交易價格、交易量並非正相關，非同質化代幣的價格變化取決於市場對於其價值的認定。社群經營在非同質化代幣交易市場中扮演催化劑和附加價值提供者兩種角色，直接、間接地影響到非同質化代幣的交易。經歷各方的質疑聲浪與加密貨幣市場的風波後，非同質化代幣未來的發展，勢必繼續發展賦能與跨生態系的建立，邁向虛實整合的道路，只是目前市場尚存在初始資料真偽認證、非同質化代幣稀缺性的假象以及後設資料儲存於鏈下三個重要問題必須解決。

關鍵字

非同質化代幣；社群經營；交易價格

並列摘要

The non-fungible token trading market is an emerging field full of speculation, resulting in large market price fluctuations, and commodities are mainly concentrated in two types of art and collectibles. This research adopts multiple case studies to observe the interaction of each team and community members in the Twitter and Discord communities, to explore the impact of social community management on the transaction price and transaction volume of non-fungible tokens, and what role does social community play in the non-fungible token trading market? The results of the research find that the performance of social community management is not positively correlated with the transaction price and transaction volume of non-fungible tokens, and the price changes of non-fungible tokens depend on the market's recognition of their value. Social community management plays two roles of catalyst and value-added provider in the non-fungible token trading market, directly and indirectly affecting the transaction of non-fungible tokens. After experiencing doubts from all parties and the turmoil in the cryptocurrency market, the future development of non-fungible tokens is bound to continue to develop empowerment and the establishment of cross-ecosystems, and move towards the road of virtual and real integration. However, there are still three important issues in the market: the authenticity of initial data, the illusion of scarcity of non-fungible tokens, and the storage of meta data off-chain.