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題名 台灣商業藝術品行業應用區塊鏈意圖之研究:個人與環境之觀點
Intention to Use Blockchain in Taiwan Artworks’ Business Sector: Personal and Environmental Perspectives作者 梁碧霞
Liang, Pi-Hsia貢獻者 洪為璽<br>季延平
Hung, Wei-Hsi<br>Chi, Yan-Ping
梁碧霞
Liang, Pi-Hsia關鍵詞 區塊鏈
感知風險
認知有用
認知易用
藝術品交易市場
行為意圖
Blockchain
Perceived Risk
Perceived Usefulness
Perceived Ease of Use
Art Market
Behavioral Intention日期 2022 上傳時間 1-Mar-2022 16:41:25 (UTC+8) 摘要 全球藝術市場自2020 年受到 COVID-19 疫情影響，以實體經營爲主的藝術展演、畫廊與博物館受到重大衝擊，銷售額衰退，但線上銷售卻大幅成長，加密貨幣擴展到加密藝術領域，NFT (Non-Fungible Token)市場成為藝術金融界熱門的話題，而其背後支持的區塊鏈 (Blockchain)技術應用逐步擴大至各個產業領域。區塊鏈似乎能解決現今藝術品交易市場所遭遇到的問題，但至今未能廣泛地被藝術品交易市場參與方所接受，到底有那些因素影響了區塊鏈技術使用者之行爲意圖？此為本研究的動機。本研究將以個人與環境視角來探索影響藝術交易市場内區塊鏈使用者意圖之關鍵因素，以科技接受模型(Technology Acceptance Model，簡稱TAM)中的認知有用(Perceived Usefulness)與認知易用(Perceived Ease of Use)為核心，來探討藝術交易市場參與者使用區塊鏈的影響程度。本研究針對臺灣的藝術品商業行業參與者和潛在消費者進行問卷調查，進一步分析檢驗模型内的八項構面，涵蓋感知風險、政府支持、拍賣行倡議、信任、認知有用、認知易用、使用者態度及行為意圖，研究其相互關係，並比較和過去研究結果的不同點，以進一步完善模型架構，提升區塊鏈科技在藝術交易市場内的使用度，擴大潛在藝術品消費者的參與度。
The global artwork market has been affected by the COVID-19 pandemic ever since 2020. Art exhibitions, galleries, and museums based on physical operations have been severely impacted, and sales have declined, but contrarily, online sales have grown substantially. As cryptocurrency has expanded to the field of crypto art, the NFT (Non-Fungible Token) market has become a hot topic in the art finance industry, and the application of blockchain technology supporting it has gradually expanded to various industrial fields. Blockchain appears able to solve the problems encountered in the artwork market today, but it has not been widely accepted by participants in the artwork market. The motivation of this study is to explore what factors affect the behavioral intentions of blockchain technology users. This research will explore the key factors affecting the intention of blockchain users in the art trading market from the perspective of individuals and the environment. It further focuses on perceived usefulness and perceived ease of use in personal factors of the technology acceptance model (TAM) to explore the impact of blockchain usage by artwork market participants. This study conducts a questionnaire survey on Taiwan’s artwork business participants and potential consumers to further analyze and test the 8 aspects and 15 hypotheses of the model. It examines their interrelationships, and compares any differences with the previous research results to further improve the model structure, enhance the use of blockchain technology in the artwork trading market and expand the participation of potential art consumers.參考文獻 中文文獻1. iThonme (2018)。區塊鏈如何打造未來經濟新藍圖。 Retrived from https://www.ithome.com.tw/article/125343 (Accessed on Oct. 14, 2021)2. 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國立政治大學
資訊管理學系
104356512資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104356512 資料類型 thesis dc.contributor.advisor 洪為璽<br>季延平 zh_TW dc.contributor.advisor Hung, Wei-Hsi<br>Chi, Yan-Ping en_US dc.contributor.author (Authors) 梁碧霞 zh_TW dc.contributor.author (Authors) Liang, Pi-Hsia en_US dc.creator (作者) 梁碧霞 zh_TW dc.creator (作者) Liang, Pi-Hsia en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Mar-2022 16:41:25 (UTC+8) - dc.date.available 1-Mar-2022 16:41:25 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 16:41:25 (UTC+8) - dc.identifier (Other Identifiers) G0104356512 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139143 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 104356512 zh_TW dc.description.abstract (摘要) 全球藝術市場自2020 年受到 COVID-19 疫情影響，以實體經營爲主的藝術展演、畫廊與博物館受到重大衝擊，銷售額衰退，但線上銷售卻大幅成長，加密貨幣擴展到加密藝術領域，NFT (Non-Fungible Token)市場成為藝術金融界熱門的話題，而其背後支持的區塊鏈 (Blockchain)技術應用逐步擴大至各個產業領域。區塊鏈似乎能解決現今藝術品交易市場所遭遇到的問題，但至今未能廣泛地被藝術品交易市場參與方所接受，到底有那些因素影響了區塊鏈技術使用者之行爲意圖？此為本研究的動機。本研究將以個人與環境視角來探索影響藝術交易市場内區塊鏈使用者意圖之關鍵因素，以科技接受模型(Technology Acceptance Model，簡稱TAM)中的認知有用(Perceived Usefulness)與認知易用(Perceived Ease of Use)為核心，來探討藝術交易市場參與者使用區塊鏈的影響程度。本研究針對臺灣的藝術品商業行業參與者和潛在消費者進行問卷調查，進一步分析檢驗模型内的八項構面，涵蓋感知風險、政府支持、拍賣行倡議、信任、認知有用、認知易用、使用者態度及行為意圖，研究其相互關係，並比較和過去研究結果的不同點，以進一步完善模型架構，提升區塊鏈科技在藝術交易市場内的使用度，擴大潛在藝術品消費者的參與度。 zh_TW dc.description.abstract (摘要) The global artwork market has been affected by the COVID-19 pandemic ever since 2020. Art exhibitions, galleries, and museums based on physical operations have been severely impacted, and sales have declined, but contrarily, online sales have grown substantially. As cryptocurrency has expanded to the field of crypto art, the NFT (Non-Fungible Token) market has become a hot topic in the art finance industry, and the application of blockchain technology supporting it has gradually expanded to various industrial fields. Blockchain appears able to solve the problems encountered in the artwork market today, but it has not been widely accepted by participants in the artwork market. The motivation of this study is to explore what factors affect the behavioral intentions of blockchain technology users. This research will explore the key factors affecting the intention of blockchain users in the art trading market from the perspective of individuals and the environment. It further focuses on perceived usefulness and perceived ease of use in personal factors of the technology acceptance model (TAM) to explore the impact of blockchain usage by artwork market participants. This study conducts a questionnaire survey on Taiwan’s artwork business participants and potential consumers to further analyze and test the 8 aspects and 15 hypotheses of the model. It examines their interrelationships, and compares any differences with the previous research results to further improve the model structure, enhance the use of blockchain technology in the artwork trading market and expand the participation of potential art consumers. en_US dc.description.tableofcontents 目次第一章 緒論 1第1.1節 研究背景與動機 1第1.2節 研究目的與預期成果 2第1.3節 研究內容與論文架構 3第二章 文獻探討 4第2.1節 區塊鏈(BLOCKCHAIN) 4第2.2節 藝術品交易市場及其痛點 10第2.3節 科技接受模型 (Technology Acceptance Model, TAM) 19第2.4節 感知風險（Perceived Risk） 22第三章 研究方法 27第3.1節 研究流程設計 27第3.2節 研究變數與研究模型架構 32第3.3節 研究假說推導與建立 34第3.4節 資料收集與問卷設計方式 41第3.5節 資料分析方法 46第3.6節 預期研究成果 48第四章、結果與討論 49第4.1節 基本敘述統計 49第4.2節 假說與模型驗證 53第4.3節 結果討論 65第五章 結論 73第5.1節 研究貢獻 75第5.2節 實務意涵 76第5.3節 限制與未來研究 77參考文獻 79中文文獻 79英文文獻 81附錄一： AHP專家問卷調查表 101附錄二： 以科技接受、感知風險模型探討台灣商業藝術品行業應用區塊鏈意圖 111表次表1 全球主要線上藝術平台 11表2 本研究之各構面的概念性定義 32表3 研究假說 40表4 認知有用性之操作定義及題項 42表5 認知易用性之操作定義及題項 42表6 使用者態度之操作定義及題項 43表7 行為意圖之操作定義及題項 44表8 外部變數之操作定義及題項 44表9 感知風險之操作定義及題項 45表10 樣本次數分佈情形 51表11各構面量表之信度分析 54表12 模型驗證建構效度結果 56表13 區別效度檢定表 58表14 模式路徑與模式適配結果 62表15 結構方程模組適配檢定結果 63表16 模式路徑檢定結果 64圖次圖1 科技接受模型 20圖2 以區塊鏈技術支援商業藝術品行業之使用意圖研究流程 28圖3 以區塊鏈應用支援台灣藝術品行業意圖和決策之研究設計 31圖4 研究模型 資料來源:本研究整理 34圖5 結構方程模式(SEM)路徑分析結果 60圖6 路徑分析結果示意圖 61 zh_TW dc.format.extent 3421626 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104356512 en_US dc.subject (關鍵詞) 區塊鏈 zh_TW dc.subject (關鍵詞) 感知風險 zh_TW dc.subject (關鍵詞) 認知有用 zh_TW dc.subject (關鍵詞) 認知易用 zh_TW dc.subject (關鍵詞) 藝術品交易市場 zh_TW dc.subject (關鍵詞) 行為意圖 zh_TW dc.subject (關鍵詞) Blockchain en_US dc.subject (關鍵詞) Perceived Risk en_US dc.subject (關鍵詞) Perceived Usefulness en_US dc.subject (關鍵詞) Perceived Ease of Use en_US dc.subject (關鍵詞) Art Market en_US dc.subject (關鍵詞) Behavioral Intention en_US dc.title (題名) 台灣商業藝術品行業應用區塊鏈意圖之研究:個人與環境之觀點 zh_TW dc.title (題名) Intention to Use Blockchain in Taiwan Artworks’ Business Sector: Personal and Environmental Perspectives en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻1. iThonme (2018)。區塊鏈如何打造未來經濟新藍圖。 Retrived from https://www.ithome.com.tw/article/125343 (Accessed on Oct. 14, 2021)2. 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