影響消費者NFT藝術品之購買意圖研究－  感知價值觀點

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黃于文(Yu-Wen Huang) 查詢紙本館藏

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論文名稱

影響消費者NFT藝術品之購買意圖研究－感知價值觀點
(Purchase intention of NFT art– The Integrating of Digital features and Perceived Value)

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摘要(中)

在2021年NFT藝術品《Everydays: The First 5000 Days》以驚人的價值販售後，全世界對NFT 藝術品的價值開始快速的高漲，卻也曇花一現的在2022 年後快速進入蕭條。NFT藝術品(Non-Fungible Token art, NFT art)指的是一種附有契約證書的數位藝術資產，並且可以利用區塊鏈技術(Blockchain)，進行交易與所有權的轉換。儘管如此，藝術產業仍對NFT藝術市場抱有好的前景，並且在2023年的數據顯示仍然有藝術相關的數位作品售出。因此，了解消費者對NFT藝術品的感知與想法，成為了數位作品的重要關鍵。所以本研究透過數位可供性，整理過去文獻所提及NFT的數位特徵，包含內部可供性之加密象徵性與可驗證性，與外部可供性之感知實體性；並且重新定義感知價值，最後運用電子口碑為進一步的購買意圖探討。本研究採用問卷調查法，共計收回有效問卷427份，並以線性結構方程式進行研究假設之分析。最終經由實證分析結果發現，NFT 藝術品的外部可供性對於商品價值的影響最顯著，代表數位作品的視覺效果會最先影響消費者感知的商品價值，而能促進消費者的購買意圖。另外一方面，藝術價值的部分就並須仰賴藝術家或消費者等，在社群媒體上的電子口碑，得影響消費者之購買意圖。本研究的結果希望能提供學術與企業對NFT藝術產業未來的發展參考方向與建議。

摘要(英)

After the NFT arts "Everydays: The First 5000 Days" was sold at an astonishing value in 2021, resulting in a rapid rise but having a sharp decline after 2022. NFT arts (Non-Fungible Token arts) refers to a digital art asset with a contract certificate, used to conduct transactions and ownership in cryptocurrencies. Despite this, the NFT art becomes niche market for traditional art industry. In 2023, there are still art-related digital works sold. Understanding consumers′ perceptions about NFT art is crucial to digital art. The research uses digital affordances to sort out the digital characteristics of NFT, including the cryptographic token and verifiability of internal affordances, and the perceived entitativity of external affordances; and redefines perceived value. Finally, the use of electronic word-of-mouth (e-WOM) is the further response to purchase intention.
The research model was tested with data collected from 427 potential users, and using structural equation modeling (SEM) to validate the causal relationship between variables.
Finally, the results of this study were summarized as follows. Perceived Entitativity have significant effect on Commodity value. It meanis that the visual effects representing digital works the most and then influence consumers’ purchase intentions. Besides, the artistic value has the significant effect on consumers’ purchasing intentions through eWOM. The results of this study hope to provide reference directions on academic and practical aspects.

關鍵字(中)

★ NFT藝術品
★ 數位可供性
★ 感知價值
★ 電子口碑
★ 購買意圖

關鍵字(英)

★ Non-Fungible Token arts
★ Digital Affordances
★ Perceived Value
★ e-Word of Mouth
★ Purchase Intention

論文目次

摘要 .................................................. i
Abstract .................................................. ii
致謝 ..................................................iii
目錄 .................................................. iv
圖目錄 .................................................. vi
表目錄 .................................................. vii
一、緒論 .................................................. 1
1-1 研究背景與動機 .................................................. 1
1-2 研究目的 .................................................. 4
1-3 研究流程 .................................................. 5
二、文獻探討 .................................................. 6
2-1 NFT藝術品 .................................................. 6
2-2 數位可供性 .................................................. 8
2-3 感知價值 .................................................. 11
2-4 電子口碑 .................................................. 12
2-5 購買意圖 .................................................. 13
三、研究方法 .................................................. 14
3-1 研究架構 .................................................. 14
3-2 研究假說推論 .................................................. 14
3-2-1 數位可供性對感知價值的關係 .................................................. 15
3-2-2 感知價值對電子口碑/購買意圖的關係 .................................................. 18
3-2-2 電子口碑對購買意圖的關係 .................................................. 19
3-3 操作型定義與問卷設計 .................................................. 20
3-4 研究對象與資料蒐集 .................................................. 24

3-5 統計方法分析 .................................................. 27
3-5-1 樣本資料分析 .................................................. 27
3-5-2 信度檢定 .................................................. 28
3-5-3 效度檢定 .................................................. 28
3-5-4 假設驗證 .................................................. 29
四、資料分析 .................................................. 33
4-1 樣本基本資料分析 .................................................. 33
4-2 研究構面敘述性統計分析 .................................................. 34
4-3 測量模型之信效度分析 .................................................. 36
4-3-1 信度分析 .................................................. 36
4-3-2 探索性因素分析 .................................................. 37
4-3-2 效度分析 .................................................. 40
4-4 結構模型路徑分析 .................................................. 43
4-4-1 研究模型與模型配適度檢定 .................................................. 43
五、結論與建議 .................................................. 49
5-1 結論 .................................................. 49
5-2 研究意涵 .................................................. 49
5-2-1 學術意涵 .................................................. 49
5-2-2 管理意涵 .................................................. 50
5-3 研究限制與建議 .................................................. 51
參考文獻 .................................................. 53
附錄問卷 .................................................. 70

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2024-7-16

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