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研究生:黃昱嘉
研究生(外文):Yu-Chia Huang
論文名稱:創新接受度、錯失恐懼症、心理所有權對社群型 NFT 採用意圖之影響
論文名稱(外文):The Effects of Innovativeness, Fear of Missing Out, and Psychological Ownership on the Adoption Intention of Community-based NFT
指導教授:吳克振吳克振引用關係
指導教授(外文):Cou-Chen Wu
口試委員:王蕙芝張順教
口試委員(外文):Hui-Chih WangShun-Chiao Chang
口試日期:2022-07-11
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
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:64
中文關鍵詞:社群型 NFT採用意圖時間壓力心理所有權FOMO創新接受度主觀規範鏈式中介
外文關鍵詞:Community-based NFTAdoption IntentionTime PressurePsychological OwnershipFOMOInnovativenessSubject NormSerial Multiple Mediator Model
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近年來在非同質化代幣(Non Fungible Token,以下簡稱 NFT)的市場上,項目方在 發行 NFT 時往往會與社群綁在一起,透過社群平台推廣與宣傳即將要發行的 NFT, 並在社群平台上與社群參與者透過聊天互動、舉辦活動等方式吸引人進入社群,並以 社群為基礎發展並經營其 NFT 之價值(以下簡稱為社群型 NFT),藉此方式吸引大量 的群眾爭相採用該社群型 NFT。社群型 NFT 為近期 NFT 應用中最具有創新性且發展 路線最多元的種類之一,項目方將 NFT 視為會員證的概念,而持有者將能以此 NFT 作為證明,並獲得項目方所提供之賦能。本研究將針對社群型 NFT,透過鏈式中介探 討社群參與者對於社群型 NFT 之採用意圖,並以時間壓力、心理所有權、錯失恐懼 症(Fear Of Missing Out,以下簡稱為 FOMO)、創新接受度、主觀規範等構面進行深 入研究。在研究一中,結果顯示社群參與者在採用社群型 NFT 時,除了構面之間會 個別產生影響之外,創新接受度與主觀規範依序對 FOMO 與採用意圖出現完全中介 效果;在研究二中,結果顯示社群參與者在採用社群型 NFT 時,除了構面之間會個 別產生影響之外,心理所有權、FOMO、創新接受度與主觀規範依序對時間壓力與採 用意圖出現完全中介效果。
In the Non-Fungible Token (also known as NFT) market in recent years, the project teams are often ties their issuing NFT with online communities. They promote the NFTs which will be soon released on the community platforms. Also, they interact with community participants and hold different kinds of events in order to attract people to join in the community. In this way, the project leaders can manage the value of their NFTs based on the community (hereinafter referred to as “community-based NFT”) to attract a large number of people to rush to adopt the community-based NFT. Community-based NFT is one of the most innovative and diversified types of NFT applications in recent years. The project leaders regard NFT as the concept of membership, and the NFT holders will be able to use the NFT as a membership certificate and get the empowerment offered by the project leader. This research will focus on community-based NFT and explore community participants’ adoption Intentions to adopt community-based NFT through serial multiple mediator model. Afterwards, factors including time pressure, psychological ownership, Fear of Missing Out (hereinafter called ‘FOMO’), innovativeness, and subject norm will be taken into the research for the deeper exploration. In study 1, the results showed that in addition to the findings that those variables have effects on one another, innovativeness and subject norm had a complete mediating effect on FOMO and adoption intention in sequence when community participants adopted community-based NFTs. In study 2, the results showed that in addition to the findings that those variables have effects on one another, psychological ownership, FOMO, innovativeness, and subject norm had a complete mediating effect on time pressure and adoption intention in sequence when community participants adopted community-based NFTs.
摘要 i
Abstract ii
謝誌 iii
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究重要性 2
第四節 研究流程 3
第二章 文獻回顧 4
第一節 非同質化代幣(Non Fungible Token,以下簡稱NFT) 4
第一項 NFT之定義 4
第二項 NFT之應用 4
第二節 採用意圖 5
第一項 採用意圖之定義 5
第二項 影響採用意圖之因素 5
第三項 採用意圖與實際行動 5
第三節 主觀規範 6
第一項 主觀規範之定義 6
第二項 主觀規範之影響因素 6
第四節 創新接受度 7
第一項 創新之定義 7
第二項 創新接受度之定義 7
第三項 創新接受度之影響因素 8
第五節 錯失恐懼症(以下簡稱為FOMO) 8
第一項 錯失恐懼症之定義 8
第二項 錯失恐懼症之影響因素 9
第六節 心理所有權理論 9
第一項 心理所有權之定義 9
第二項 心理所有權之形成原因 10
第三項 心理所有權之根源 11
第七節 時間壓力 12
第一項 壓力之定義 12
第二項 時間壓力之定義 12
第三章 FOMO與採用意圖之鏈式中介分析 13
第一節 研究架構與假說 13
第一項 主觀規範和採用意圖之關聯 13
第二項 創新接受度與主觀規範之關聯 14
第三項 創新接受度與採用意圖之關聯 14
第四項 FOMO與創新接受度之關聯 15
第五項 FOMO與主觀規範之關聯 15
第六項 FOMO與採用意圖之關聯 16
第七項 FOMO、創新接受度、主觀規範與採用意圖之關聯 16
第二節 研究方法 17
第一項 量表設計 17
第三節 研究結果與討論 18
第一項 敘述統計 18
第二項 信效度分析 19
第三項 研究一之假說驗證 20
第四項 結果與討論 22
第四章 時間壓力與採用意圖之鏈式中介分析 24
第一節 研究架構與假說 24
第一項 心理所有權與FOMO之關聯 26
第二項 心理所有權與創新接受度之關聯 26
第三項 心理所有權與主觀規範之關聯 26
第四項 心理所有權與採用意圖之關聯 27
第五項 時間壓力與心理所有權、採用意圖之關聯 28
第六項 時間壓力與FOMO之關聯 28
第七項 時間壓力與創新接受度之關聯 29
第八項 時間壓力與主觀規範之關聯 29
第九項 時間壓力、心理所有權、FOMO、創新接受度、主觀規範與採用意圖之關聯 30
第二節 研究方法 31
第一項 量表設計 31
第三節 研究結果與討論 33
第一項 敘述統計 33
第二項 信效度分析 33
第三項 研究二之假說驗證 35
第四項 結果與討論 39
第五章 結論與建議 41
第一節 結論 41
第一項 研究一(H1至H7) 41
第二項 研究二(H8至H17) 41
第二節 管理意涵與貢獻 42
第三節 研究限制 43
第四節 未來研究方向 43
第六章 參考文獻 45
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