隨著網路的迅速蓬勃發展，網路世界也慢慢成形，生活在網路上虛擬世界裡的真實人們也逐漸的增加，而不論在哪一個世界裡，錢，是一個永遠有吸引力的話題。新一代“虛擬貨幣”早已經無聲無息的進入現實世界中，也因為有「錢」就會有交易，有交易就會出現商業模式，而虛擬商業模式正不斷演進，與現實經濟體系的關係，從「一刀兩斷」逐漸邁入「藕斷絲連」，其中虛擬貨幣的出現，更助長這個趨勢的蔓延。當真實與虛擬界線開始模糊時，虛擬貨幣有了不同以往的真實性。 在這樣的背景下，本研究擬建立研究模型去探討個人對於參與虛擬貨幣現金交易行為的因素，透過解構計劃行為理論了解各構面因素的影響效果，期望研究結果可為虛擬世界的新領域帶來許多寶貴的建議。本研究也將提出一個開放式、統一的B2B系統整合平台，以探討虛擬貨幣間流通的困難並提出解決的方案以有效整合來自目前各大交易平台的效益，讓使用者不但可以在平台中迅速了解目前各大虛擬貨幣之間的匯率，更可以降低使用者時間和金錢上的浪費。 本研究利用SPSS 12.0 for Windows、LISREL 8.54 for Windows來進行相關資料分析與研究假設的驗證，得到實證結果如下： 1. 個人的「態度」會對參與虛擬貨幣現金交易「行為意圖」有正向且顯著的影響。 2. 個人的「主規規範」會對參與虛擬貨幣現金交易「行為意圖」有正向且顯著的影響。 3. 個人的「知覺行為控制」會對參與虛擬貨幣現金交易「行為意圖」有正向且顯著的影響。 4. 個人的參與虛擬貨幣現金交易「行為意圖」會對參與虛擬貨幣現金交易「行為」有正向且顯著的影響。 With the rapid development and growth of internet, virtual world on internet has been created. The number of people living in the virtual world of internet is increasing every day. However, irrespective of which world we are in, money is always an intriguing topic to talk about, and “Virtual Currency” has quietly become parts of the real world. Money cause trade, and as the result of trade, business model is created. As the business model of “Virtual Currency” evolves, its relation with the real world economics have also changed from no involvement at all, to a closely linked relationship. When the border between real and virtual world becomes blurry, “Virtual Currency” has become more realistic than ever. In this background, our study set up a new research model to investigate the factor affecting users to joins the exchange between the virtual currency and the cash. Through Decomposed Theory of Planned Behavior expect to find relationships among all the factors and the act intention which joins the exchange between the virtual currency and the cash, and influence the act which joins the exchange between the virtual currency and the cash. This study also proposes a virtual currency exchange platform. The platform can solve the problem which is between the virtual currency exchange platforms now. Our exchange platform can let users find his demand quickly and users can use our exchange platform to know the exchange rate between the different virtual currencys. This function let uses would not waste the time to search. The statistical analysis was done using the Structural Equation Model (SEM) of SPSS 14.0 and LISREL 8.50. The results obtained from correlative statistical analysis and model verification is summarized as follows: 1. The individual’s “attitude” has a positive effect on the “act intention” which joins the exchange between the virtual currency and the cash. 2. The individual’s “subjective norm” has a positive effect on the “act intention” which joins the exchange between the virtual currency and the cash. 3. The individual’s “perceived behavioral control” has a positive effect on the “act intention” which joins the exchange between the virtual currency and the cash. 4. The “act intention” which joins the exchange between the virtual currency and the cash has a positive effect on the “act” which joins the exchange between the virtual currency and the cash.
