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研究生:林俊吉
研究生(外文):LIN,JUN-JI
論文名稱:影響加密貨幣投資態度之因素
論文名稱(外文):Factors Influencing the Investment Attitude of Cryptocurrency
指導教授:阮金聲阮金聲引用關係
指導教授(外文):RUAN, JIN-SHENG
口試委員:廖彩伶吳英隆黃維民
口試委員(外文):LIAO, CAI-LINGWU, YING-LONGHUANG, WEI-MIN
口試日期:2022-07-13
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:110
中文關鍵詞:加密貨幣區塊鏈SOR理論從眾行為通貨膨脹自我效能
外文關鍵詞:CryptocurrencyBlockchainSOR TheoryHerd BehaviorInflationSelf Efficacy
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新冠肺炎疫情影響全球整體經濟,人們的生活方式也產生改變。隨著金融科技進步發展,無接觸技術服務形成趨勢,不管是行動支付、純網銀、數位銀行、數位錢包、點數經濟、線上支付、虛擬貨幣…等金融科技應用早已進入我們的日常生活。其中數位加密貨幣近年來備受矚目,不只加密貨幣種類和全球投資者以驚人數目增加,其交易量及市值更是快速成長。在這經濟通貨膨脹時代也讓越來越多投資者開始以數位加密貨幣為主要投資市場及避險方式。特別的是,各國政府對於加密貨幣持有不同意見與想法,因為加密貨幣對於傳統法定貨幣可能會產生嚴重衝擊,甚至挑戰到銀行金融體系及政府控管系統,其政策、金融、法律、民意等相關議題至今仍然難以找到一個平衡點,所以瞭解數位加密貨幣的利弊就顯重要了,如果可以從中找到讓金融科技環境進步關鍵就變得更有意義了。
本研究旨在探討影響投資者對於加密貨幣投資態度的因素,然後以刺激-有機體-反應理論 (Stimulus-Organism-Response Theory [SOR]) 為基礎的模型架構將其分成加密貨幣科技層面、社會經濟面、個人及情緒層面來分析。實驗過程中以實際有投資加密貨幣或對投資加密貨幣有興趣的人員為研究對象,透過網路回收432份有效問卷,以統計軟體SPSS和SmartPLS進行研究分析。研究假說會通過結構方程模型進行測試。
研究結果發現加密貨幣層面的感知信任、感知價值,社會經濟層面的從眾行為與通膨安全投資,個人層面的涉入程度、自我效能,情緒層面的愉快度及喚起度皆為正向顯著影響投資態度;然後投資態度正向顯著影響投資意圖;但在感知便利性、安全性、稀缺性及隱私性皆對投資態度沒有顯著影響。最後根據分析結果提出學術與實務之相關建議與貢獻。本研究希望提供投資人、相關領域技術人員或政府金融單位對於數位加密貨幣未來策略發展上之參考。

The COVID-19 pandemic has affected the global economy and people's lives. With the development of financial technology, contactless technology services have formed a trend and entered our daily life. The digital Cryptocurrencies have attracted much attention in recent years. The trading volume and market value of cryptocurrencies are growing rapidly. In the era of inflation, more and more investors are trying to use cryptocurrencies as their main investment and hedging methods. However, countries have different opinions on the legal support of cryptocurrencies. Because it may have an impact on fiat currency even government and bank control. It is important to understand the pros and cons of cryptocurrencies and find the key to making fintech progress.
The purpose of this research is to explores the factors Influencing the investment attitude of cryptocurrency. The model architecture is divided into cryptocurrency level, socioeconomic level, personal level and emotional level based on stimulus-organism-response theory. The subjects of the experiment are those who actually have investment or are interested. A total of 432 valid questionnaires were recovered through the Internet. Statistical software SPSS and SmartPLS were used for research analysis. These hypotheses are tested by structural equation modeling.
The results of the study found that perceived trust and value, herd behavior and inflation-safe investment, involvement and self-efficacy, pleasure and arousal all had a positive and significant impact on investment attitude. Then the influence of investment attitude on investment intention is also established. However, perceived convenience、security、scarcity and privacy did not significantly affect investment attitudes. According to the results of the analysis, we provide academic and practical advice and contributions. This research hopes to provide reference for investors、personnel in related fields or government-related units.

目錄 i
圖目錄 iv
表目錄 v
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 5
1.3 研究流程 6
第二章 文獻探討 8
2.1 刺激-有機體-反應理論 8
2.2 情感三維理論 10
2.3 投資決策預測模型 11
2.4 數位加密貨幣 13
2.4.1 加密貨幣的機會 14
2.4.2 加密貨幣的特性 14
2.4.3 對加密貨幣的感受 17
2.5 稀缺效應 21
2.6 羊群效應理論 21
2.7 通貨膨脹 22
2.8 涉入理論25
2.9 自我效能理論26
2.10 投資心理與行為26
第三章 研究方法 28
3.1 研究架構與模型 28
3.2 研究假說 30
3.2.1 感知便利性對投資態度之影響 30
3.2.2 感知安全性與投資態度關係 30
3.2.3 感知信任與投資態度關係 31
3.2.4 感知稀缺性與投資態度關係 31
3.2.5 感知隱私性與投資態度關係 32
3.2.6 感知價值性與投資態度關係 32
3.2.7 從眾行為與投資態度關係 32
3.2.8 通膨安全投資與投資態度關係 33
3.2.9 加密貨幣涉入程度與投資態度關係 34
3.2.10 加密貨幣自我效能感與投資態度關係 34
3.2.11 情緒狀態與投資態度關係 35
3.2.12 投資態度與投資意圖關係 35
3.3 研究變數的定義與衡量 36
3.3.1 操作型定義 37
3.3.2 變數衡量之問項 38
3.4 使用研究方法 40
3.4.1 問卷設計 40
3.4.2 研究對象 41
3.4.3 問卷前測與測試 42
第四章 資料分析 43
4.1 問卷回收情形 43
4.2 敘述統計分析 43
4.2.1 樣本性別 44
4.2.2 樣本年齡分析 44
4.2.3 樣本教育程度分析 45
4.2.4 樣本職業類別分析 46
4.2.5 樣本薪資分析 46
4.2.6 樣本投資經驗分析 47
4.2.7 樣本加密貨幣分析 48
4.2.8 樣本交易所分析 49
4.2.9 樣本經驗年度分析 49
4.2.10 樣本投資預算分析 50
4.2.11 樣本投資用途分析 51
4.2.12 樣本問項分析 51
4.3 信效度分析 54
4.3.1 信度分析 54
4.3.2 效度分析 55
4.4 結構方程模式分析 60
4.4.1 路徑係數及假說檢定 60
4.4.2 模型預測力檢定 63
4.4.3 假說檢定結果 63
第五章 結論與建議 67
5.1 研究結論 67
5.1.1 加密貨幣層面對投資態度之影響 67
5.1.2 社會層面對投資態度之影響 70
5.1.3 個人層面對投資態度之影響 71
5.1.4 情緒狀態對投資態度之影響 71
5.1.5 投資態度對投資意圖之影響 72
5.2 管理意涵與研究貢獻 72
5.2.1 管理意涵 73
5.2.2 學術貢獻 75
5.2.3 實務貢獻 75
5.3 研究限制 76
5.3.1 樣本限制 76
5.3.2 研究變數限制 77
5.3.3 受測者填答品質限制 77
5.4 未來研究方向 77
5.4.1 研究變數 77
5.4.2 研究樣本 78
5.4.3 研究方法 78
參考文獻 79
中文文獻 79
英文文獻 80
網路資料 102
附錄 研究問卷 103


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網路資料
Crypto.com .(2022, July 5) .Bitcoin Price.https://crypto.com/price/bitcoin
CoinMarketCap.com(2022年06月26日)。全球加密貨幣市值圖表。CoinMarketCap。https://coinmarketcap.com/zh-tw/charts/
Crypto.com.(2022, January 19).Global Cryptocurrency Adoption Doubled Since. January. Crypto.
https://blog.crypto.com/global-crypto-owners-near-300-million-predicted-to-hit-1-billion-by-the-end-of-2022/
OECD .(2022, July 5).Inflation forecast (indicator)
https://data.oecd.org/price/inflation-forecast.htm
World Health Organization .(2022, July 2). WHO Coronavirus (COVID-19)
Dashboard .https://covid19.who.int/
資誠聯合會計師事務所 (2021年05月31日)。金融業支付未來趨勢報告。PwC。https://www.pwc.tw/zh/news/press-release/press-20210531-1.html


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