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。;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.
