消費者對NFT購買決策之研究－以計畫行為理論探討

Abstract

非同質化代幣 (Non-Fungible Token, NFT) 在藝術市場引起了巨大的關注。其中，Beeple在佳士得拍賣會上，以約6900萬美元的金額，將一個JPG文件以NFT的形式成功售出，創下歷史性的紀錄。爾後，各式品牌、名人和藝術家都紛紛推出以NFT形式呈現的藝術作品、音樂作品、遊戲等，在各種交易平臺上進行販售。在媒體的炒作下，NFT儼然成為一股新的風潮，引起大眾關注。然而，民眾一窩蜂搶購的現象值得深入思考，為什麼人們會願意花錢購買沒有實體存在的數位代碼？NFT究竟能提供什麼價值？又有哪些因素會促使人們購買NFT呢？這些現象都是值得被釐清的，是研究者主要的研究動機。本研究運用計畫行為理論 (Theory of Planned Behavior, TPB) 來釐清消費者購買NFT的態度、主觀規範以及知覺行為控制等因素，進一步分析消費者對NFT的購買意圖和行為。為達成此目的，本研究採用深度訪談法，以TPB的理論架構為基礎，確立研究問題並擬定訪談大綱；一共訪談了7位曾購買過NFT且長期關注NFT相關議題的消費者，並針對訪談內容進行編碼和分析，以歸納出研究結論。研究結果發現，態度、主觀規範和知覺行為控制，確實會對消費者購買NFT的意願產生影響。消費者對NFT的購買決策，主要取決於項目方給予的賦能、背後團隊的實力以及社群經營策略等因素。本研究結果厚植消費者行為議題中購買NFT的相關知識，可作為未來科技趨勢研究或是市場行銷相關策略制定之基石。Non-Fungible Token (NFT) had captured significant attention in the art market. Beeple's NFT sale of a JPG file for approximately $69 million at Christie's set a historic record. This led to the emergence of NFTs in various forms, including art, music, and games, with brands, celebrities, and artists joining the trend and selling on different platforms. The mass rush to purchase NFTs raised questions about why people were willing to spend money on intangible digital codes and what value NFTs provided. The theory of planned behavior (TPB) was applied to analyze consumer attitudes, subjective norms, and perceived behavioral control regarding NFT purchases. In-depth interviews were conducted with seven NFT buyers who have a prolonged attention on NFTs. The interview data were coded and analyzed to draw research conclusions. The results indicated that attitudes, subjective norms, and perceived behavioral control significantly influenced consumer intentions to purchase NFTs. Consumers' decisions were influenced by factors such as project empowerment, the strength of the team involved, and community engagement strategies. This research enhances understanding of consumer behavior related to NFT purchases and provides valuable insights for future studies on technological trends and marketing strategies.