- 學位論文
NFT商品之知覺風險、知覺價值對消費者購買意願之研究
A Study of Perceived Risk and Perceived Value of NFT Commodities on Consumer Purchase Intentions
摘要
本研究在瞭解消費者對NFT商品的知覺風險、知覺價值與購買意願之現況與影響為研究目的，本研究以對NFT商品有購買過的消費者為母群體，並依據母群體進行抽樣，一共發放242份問卷，有效問卷回收率為100%，並以描述性統計、ｔ考驗、變異數分析、迴歸分析、皮爾森相關等統計方法以驗證假說。 本研究結果發現知覺風險與知覺價值呈現中上程度；在人口統計變項中顯示不同性別、婚姻狀態、年齡狀態、教育程度、收入程度、網路使用時間的消費者對知覺風險未達顯著差異；不同性別、婚姻狀態、年齡狀態、教育程度、收入程度、網路使用時間的消費者對知覺價值未達顯著差異；不同性別、婚姻狀態、年齡狀態、教育程度、收入程度、網路使用時間的消費者對購買意願無顯著差異；NFT商品消費者的知覺風險對知覺價值有顯著影響，在財務風險、功能風險、社會風險、心理風險、時間風險對知覺價值有正向影響；消費者的知覺價值對NFT商品的購買意願有顯著影響，在情感價值、社會價值、經濟價值、品質功能價值對購買意願有正向影響。
並列摘要
The purpose of this study is to understand the current situation and influence of consumers' perceived risk, perceived value and purchase intention of NFT products. This study takes consumers who have purchased NFT products as the parent group, and conducts sampling according to the parent group. A total of 242 questionnaires were distributed, and the effective questionnaire recovery rate was 100%. Descriptive statistics, t test, analysis of variance, regression analysis, Pearson correlation and other statistical methods were used to test the hypothesis. The results of this study found that perceived risk and perceived value presented a medium-to-high level; in terms of demographic variables, consumers with different gender, marital status, age status, education level, income level, and Internet usage time showed no significant difference in perceived risk. ;Consumers with different gender, marital status, age status, education level, income level, and internet usage time have no significant difference in perceived value; different gender, marital status, age status, education level, income level, internet usage time of consumers have no significant difference in their willingness to purchase; the perceived risk of NFT commodity consumers has a significant impact on perceived value, and financial risk, functional risk, social risk, psychological risk, and time risk have a positive impact on perceived value; Perceived value has a significant impact on the purchase intention of NFT commodities, and emotional value, social value, economic value, and quality functional value have a positive impact on purchase intention.