| 摘要(英) |
This thesis delves into the transformative journey of Non-Fungible Tokens (NFTs) and their emerging value within the realm of Real World Assets (RWA). Against a backdrop of surging market speculation and interest, NFTs have rapidly come into focus, prompting various opportunities and questions regarding their long-term viability and impact.
The research draws a parallel between the current NFT market bubble and the dot-com bubble of 2000, suggesting that the NFT bubble is not an anomaly but a characteristic phase of market maturation. Lessons from the dot-com era indicate that while market bubbles can have disruptive impacts, they are also an integral part of market development.
Through in-depth case study analysis, this study reveals the roles NFTs play in marketing strategy, consumer experience, and value creation. Field observations and in-depth interviews provide insights into how enterprises leverage NFT technology to enhance the value of products or services and integrate these technologies with tangible assets.
Adopting a qualitative research methodology, particularly the case study approach, this work enriches the empirical foundation regarding the integration methods of NFTs and RWAs. Primary data collection relies on participant observation and interviews, while secondary data stems from internal corporate documents, such as annual reports and market analysis reports. These data allow a comprehensive understanding from multiple perspectives of the actual impact of NFTs on business models and market strategies.
However, the study′s limitations are also noteworthy. For instance, the confidential nature of business within the case companies restricts access to some key data, and the subjectivity inherent in qualitative analysis could influence the research findings. Additionally, the temporal scope of the case studies may not fully encompass the latest trends or long-term benefits in the development of NFTs and RWAs.
Overall, this research offers profound insights into the role of NFTs in contemporary business and socio-cultural contexts and provides a foundational outlook on how NFTs might shape new business models and consumer behaviors in the future. This contributes valuable data to the academic community and also guides practitioners in the industry towards future directions. |
| 參考文獻 |
一、中文文獻
1.王富生（2021）。平台商業模式的價值創造與價值獲取：以Peloton為例。國立成功大學企業管理學系碩士在職專班，碩士論文，台南市。
2.矢原万椰（2022）。探討使用者體驗與滿意度影響Uber使用意向之研究～以台灣、日本為例。文藻外語大學國際企業管理系碩士班，碩士論文，高雄市。
3.江珮玲（2022）。NFT在電子商務領域的應用：以藝術品為例。逢甲大學經營管理碩士在職學位學程，碩士論文，台中市。
4.李美麗（2017）。企業評價與價值創造策略之研究-以M公司為例。東海大學高階經營管理碩士在職專班，碩士論文，台中市。
5.邱奕豪（2005）。消費者體驗對體驗價值、顧客滿意度、行為意向影響之研究-以中友百貨為例。朝陽科技大學企業管理系碩士班，碩士論文，台中市。
6.柯程凱（2022）。只是價格過高的圖檔？還是行銷的利器？品牌自有非同質化代幣（NFT)的倡議框架。國立陽明交通大學企業管理碩士學程，碩士論文，新竹市。
7.胡晉愷（2023）。AI生成影像探討與NFT門票應用。國立高雄科技大學電腦與通訊工程系，碩士論文，高雄市。
8.范晴虹（2022）。消費者體驗、行為及投資因素對非同質化代幣(NFT)錯失恐懼現象(FOMO)影響之研究。國立臺北商業大學創意設計與經營研究所，碩士論文，台北市。
9.張逸群（2022）。社群經營與非同質化代幣交易。國立臺灣師範大學全球經營與策略研究所，碩士論文，台北市。
10.莊宗翰（2017）。區塊鏈購票系統之研究與實作。樹德科技大學資訊工程系碩士班，碩士論文，高雄市。
11.陳玉君（2022）。典藏藝術新形態-NFT商業生態系統發展初探。國立臺北教育大學文化創意產業經營學系碩士學位EMBA在職進修專班，碩士論文，台北市。
12.廖劭雨（2023）。消費者對 NFT 商品購買意願之因素探討。中原大學資訊管理學系碩士，碩士論文，桃園市。
13.鄭敬錞（2022）。NFT 社會網絡分析初探：以CryptoPunks為例。國立台灣大學工學院工業工程學研究所，碩士論文，台北市。
14.黎穎蓉（2023）。視覺化二維碼結合NFT郵票的虛實整合應用研究。國立台灣師範大學科技與工程學院圖文傳播學系碩士在職專班，碩士論文，台北市。
15.魏誌宏（2019）。基於智能合約的可應用票卷系統方案。國立中山大學資訊管理學系研究所碩士，碩士論文，高雄市。
二、英文文獻
1.Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
2.Lee, W. J., & Cha, M. K. (2023). Why do consumers buy NFTs?: Multi-path of attitude and the bandwagon effect. Asia Pacific Journal of Marketing and Logistics.
3.Ruzza, D., Bernasconi, G., & De Giovanni, P. (2022). How genuino applies blockchain technology in the collectibles industry. In Blockchain Technology Applications in Businesses and Organizations (pp. 1-18). IGI Global.
4.Vega, E., & Camarero, C. (2024). What′s behind the jpg? Understanding consumer adoption of non‐fungible tokens. International Journal of Consumer Studies, 48(2), e13014.
5.Zarifis, A., & Castro, L. A. (2022). The NFT purchasing process and the challenges to trust at each stage. Sustainability, 14(24), 16482.
三、網路資料
1.BELS（2023, 11/20）RWA：現實世界資產要如何虛實整合？https://medium.com/@belsnft/rwa-how-to-connect-the-world-986a927cedb5
2.C, Judy（2022, 12/28）2022NFT市場回顧，2023年NFT賽道將有哪些方向值得關注https://reurl.cc/kaAX4L
3.Grether, T. (2021, 9/27) Crypto stamps - Austria shows the way [token-information.com]. https://token-information.com/crypto-stamps-austria-shows-the-way/
https://www.blocktempo.com/2024-top7-rwa-outlook-ransforming-financial-forms/
https://www.ithome.com.tw/news/143180
4.Jase Leung（2023, 2/13）NFT 項目沒有預期中成功？應視 NFT 為工具而非全新商業種類https://unwire.pro/2023/02/13/why-many-nft-fail/columnist/
5.Justine Lu（2019, 12/19）什麼是NFT？—區塊鏈與虛實整合的關鍵，萬物皆可幣？https://www.blocktempo.com/what-is-nft/
6.RT Watson（2023, 11/4）Nike-RTFKT′s crypto universe nears $1.4 billion in NFT trading as sneakerheads swoon https://www.theblock.co/post/261478/nike-rtfkts-crypto-universe-nears-1-4-billion-in-nft-trading-as-sneakerheads-swoon
7.William M. Peaster，Metaversal、金色財經xiaozou（2023, 10/25）RWA和NFT：RWA對NFT意味着什麼？https://www.torrentbusiness.com/article/72822.html
8.弥知科技（2022, 5/16）AR如何赋能NFT創造全新增長點 https://zhuanlan.zhihu.com/p/515240391
9.紡拓會（2022, 5/30）NIKE 首款官方NFT 鞋正式亮相，可融合藥水換「皮膚」https://www.textilesinfo.tw/mod/news/index.php?REQUEST_ID=75d9f35204bd83598ebc3de0e835f5a5c2dfca62bc03ec481187992bce0802e2
10.張博翔（2023, 3/23）推特CEO第一則推文NFT落槌！價值達290萬美元
https://news.cnyes.com/news/id/4616463
11.陳曉莉（2021,03/12）數位收藏時代來臨？數位作品《Everydays. The first 5000 days》賣了6,900萬美元
https://www.ithome.com.tw/news/143180
12.碳鏈價值（2024, 1/3）2024年RWA的7大展望：顛覆傳統金融模式
https://www.blocktempo.com/2024-top7-rwa-outlook-ransforming-financial-forms/ |
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