博碩士論文 111421029 詳細資訊




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姓名 張瑜恬(Yu-Tien Chang)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 虛擬土地的採購行為研究-元宇宙的信任移轉
(Purchasing Intention of Virtual Land -Trust Transfer in the Metaverse)
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摘要(中) 隨著Web3.0技術的不斷進步,元宇宙透過整合AR和VR技術,形成了一個互聯的數位空間網絡,並且這些空間中的虛擬土地代表各自的數位領域。截至2022年,元宇宙的每日活躍用戶數超過4億。虛擬土地在元宇宙中成為具有價值和獨特性的數位資產,吸引了用戶和投資者的關注。然而,2022年元宇宙中主要的虛擬土地價值普遍下降,交易量也低迷。根據Morning Consult的研究,超過半數的網路使用者擔心個人資料在元宇宙中的安全,這反映出對資料保護能力的疑慮,因此信任在元宇宙中成為值得探討的問題。
  本研究擴展了區塊鏈技術的應用範疇,並將信任移轉理論框架納入情感層面,探討使用者在虛擬土地平台中的理性與感性層面是否會對其行為反應產生影響。本研究採用問卷調查法,共計回收有效問卷405份,以線性結構方程式進行研究假說之分析。本研究經由實證分析結果發現,區塊鏈技術中的多維可視化和不可變性兩項技術特徵顯著提升平台信任中的理性考量,進而影響投資意圖。此外,本研究證實了娛樂感在元宇宙中的中介效果。另一方面,平台信任中的感性考量不具顯著影響,這可能是由於虛擬世界中的數字化匿名性和缺乏非語言交流提示限制了真實情感的表達。本研究的研究結果為元宇宙虛擬土地平台的使用者行為提供了新的視角,並為學術和實務界提供了參考方向及建議。
摘要(英) With the continuous advancement of Web 3.0 technology, the Metaverse has integrated AR and VR technologies to form an interconnected digital space network, where virtual lands represent distinct digital domains. As of 2022, the Metaverse had over 400 million daily active users. Virtual lands in the Metaverse have become valuable and unique digital assets, attracting attention from users and investors. However, in 2022, the value of major virtual lands in the Metaverse generally declined, and trading volumes were low. According to a study by Morning Consult, more than half of internet users are concerned about the security of their personal data in the Metaverse, reflecting doubts about data protection capabilities. Thus, trust in the Metaverse has become a critical issue worthy of exploration.
  This study extends the application scope of blockchain technology and incorporates the trust transfer theoretical framework into the emotional dimension, investigating whether the rational and emotional aspects of users on virtual land platforms affect their behavioral responses. Using a questionnaire survey, this study collected 405 valid responses and analyzed the research hypotheses using a structural equation model. The empirical analysis revealed that the Multi-dimensional visualization and Immutability characteristics of blockchain technology significantly enhance the rational considerations in platform trust, thereby influencing Investment intentions. Additionally, the study confirmed the mediating effect of Playability intentions in the Metaverse. On the other hand, emotional considerations in platform trust did not have a significant impact, possibly due to the digital anonymity and lack of non-verbal communication cues in the virtual world, limiting the expression of genuine emotions. The findings of this study provide new perspectives on user behavior on virtual land platforms in the Metaverse and offer valuable insights for both academia and industry.
關鍵字(中) ★ 元宇宙
★ 虛擬土地
★ 區塊鏈技術
★ 信任移轉理論
★ 投資意圖
★ 娛樂感
關鍵字(英)
論文目次 摘要 i
ABSTRACT ii
致謝 iv
目錄 v
圖目錄 vii
表目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 6
第二章 文獻探討 7
2.1 元宇宙中的虛擬土地 7
2.2 技術信任 10
2.2.1 多維可視化 11
2.2.2 不可變性 12
2.3 信任移轉 13
2.4 行為反應 14
2.4.1 娛樂感 15
2.4.2 投資意圖 16
第三章 研究方法 17
3.1 研究架構與假說推論 17
3.2 操作型定義與問卷設計 24
3.3 研究對象與資料蒐集 28
3.4 統計分析方法 31
3.4.1 樣本資料分析 31
3.4.2 信度檢定 31
3.4.3 效度檢定 32
3.4.4 假設驗證 33
第四章 資料分析與研究驗證 37
4.1 樣本基本資料分析 37
4.2 研究構面敘述性統計分析 38
4.3 測量模型之信效度分析 40
4.3.1 信度分析 40
4.3.2 效度分析 42
4.4 結構模型路徑分析 45
4.4.1 研究模型與模型配適度檢定 45
4.4.2 路徑分析與實證討論 47
第五章 結論與建議 52
5.1 結論 52
5.2 研究意涵 53
5.2.1 學術意涵 53
5.2.2 實務建議 54
5.3 研究限制與建議 56
參考文獻 58
附錄 問卷 69
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指導教授 洪秀婉(Shiu-Wan Hung) 審核日期 2024-6-25
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