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題名 不只是收藏品！非同質化代幣（NFT）究竟是曇花一現還是改變行銷規則的秘密武器？探究心理、社會和科技需求如何影響消費者態度和行爲
Beyond collectibles, is non-fungible token (NFT) a passing fad or game changer for marketers? Examining the role of psychological, social, and technological needs in consumer attitudes and behaviors
作者 楊佳欣
Yang, Chia-Hsin
貢獻者 張郁敏
Chang, Yuh-Miin
楊佳欣
Yang, Chia-Hsin
關鍵詞 非同質化代幣
科技接受模型
使用與滿足理論
符擔性
心理需求
消費者態度
消費者意圖
消費者行為
Non-fungible Token
NFT
Technology acceptance model
Uses and gratification theory
Affordance
Psychological need
Consumer attitude
Consumer intention
Consumer behavior
日期 2023
上傳時間 6-Jul-2023 16:56:41 (UTC+8)
摘要 隨著非同質化代幣（NFT）在市場上成為新興議題，品牌應改變對NFT的態度，不再僅視其為一次性行銷手法、吸引注意力的活動或是單純只是為了跟上流行而販售的產品。相反地，隨著後Cookies 時代來臨及NFT市場的開啟及演進，NFT行銷策略也需要及時調整，其中一種創新方法就是利用NFT空投蒐集消費者個人化數據資料以提升客戶參與度。品牌能透過NFT空投活動連結消費者的NFT錢包，取得錢包資訊分析消費者喜好，更能透過該連結創造持續與消費者溝通的機會。本研究旨在結合科技接受模型(Davis, Bagozzi, & Warshaw, 1989)、使用與滿足理論(Katz & Blumler, 1974)和NFT的符擔性，深入了解台灣Z世代和千禧世代對品牌NFT的內在需求、態度和意圖。我們通過便利和滾雪球抽樣方法進行了網路調查，並使用結構方程模型（SEM）分析了357份有效問卷，以評估提出的模型架構的適用性，並探索消費者需求、態度和對品牌NFT的意圖之間的關係。研究結果顯示，消費者對品牌NFT的內在需求包括個人創新、娛樂、自我展示、社群互動和使用靈活性。在這些需求中，娛樂和使用靈活性與品牌態度和產品態度呈正相關，社群互動需求僅與品牌態度呈正相關。此外，品牌態度與購買品牌NFT的意圖呈正相關，產品態度與獲取免費品牌NFT的意圖和購買品牌NFT的意圖呈正相關。本研究旨在以理論分析提供更深入的消費者洞察，並為行銷人員提供制定有效NFT行銷策略的寶貴建議。
Brand should not view non-fungible tokens (NFTs) airdropping as a one-time marketing stunt or attention-grabbing campaign. Instead, it should be seen as an opportunity to enhance customer engagement. As the NFT market evolves, marketing strategies need to adapt swiftly, and one innovative approach is the utilization of NFT airdrops and launches. The objective of this research is to utilize the Technology Acceptance Model (Davis et al., 1989) and integrate it with the concept of the Uses and Gratification Theory (Katz & Blumler, 1974). The study seeks to gain insights into the NFT-affordance-based psychological needs, attitudes, and intentions of Taiwanese Generation Z and Millennial consumers toward branded NFTs. The online survey utilized convenience and snowball sampling methods, and a sample of 357 valid responses was analyzed using structural equation modeling (SEM) to assess the suitability of the proposed framework and explore the relationships between consumer needs, attitudes, and intentions toward branded NFTs. The results revealed that consumers` desire for branded NFTs encompasses five distinct needs: personal innovativeness, entertainment, self-presentation, community interaction, and access flexibility. Among these needs, entertainment and access flexibility were found to have a positive association with both brand attitude and branded NFT attitude. Community interaction need showed a positive association with brand attitude. Furthermore, brand attitude demonstrated a positive association with purchase intention, while branded NFT attitude showed positive associations with both purchase intention and receive free branded NFT intention. The objective of this study is to offer deeper insights into the context of branded NFTs and provide valuable suggestions for shaping effective NFT marketing strategies.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
109461007
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109461007
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yuh-Miinen_US
dc.contributor.author (Authors) 楊佳欣zh_TW
dc.contributor.author (Authors) Yang, Chia-Hsinen_US
dc.creator (作者) 楊佳欣zh_TW
dc.creator (作者) Yang, Chia-Hsinen_US
dc.date (日期) 2023en_US
dc.date.accessioned 6-Jul-2023 16:56:41 (UTC+8)-
dc.date.available 6-Jul-2023 16:56:41 (UTC+8)-
dc.date.issued (上傳時間) 6-Jul-2023 16:56:41 (UTC+8)-
dc.identifier (Other Identifiers) G0109461007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145905-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 109461007zh_TW
dc.description.abstract (摘要) 隨著非同質化代幣（NFT）在市場上成為新興議題，品牌應改變對NFT的態度，不再僅視其為一次性行銷手法、吸引注意力的活動或是單純只是為了跟上流行而販售的產品。相反地，隨著後Cookies 時代來臨及NFT市場的開啟及演進，NFT行銷策略也需要及時調整，其中一種創新方法就是利用NFT空投蒐集消費者個人化數據資料以提升客戶參與度。品牌能透過NFT空投活動連結消費者的NFT錢包，取得錢包資訊分析消費者喜好，更能透過該連結創造持續與消費者溝通的機會。本研究旨在結合科技接受模型(Davis, Bagozzi, & Warshaw, 1989)、使用與滿足理論(Katz & Blumler, 1974)和NFT的符擔性，深入了解台灣Z世代和千禧世代對品牌NFT的內在需求、態度和意圖。我們通過便利和滾雪球抽樣方法進行了網路調查，並使用結構方程模型（SEM）分析了357份有效問卷，以評估提出的模型架構的適用性，並探索消費者需求、態度和對品牌NFT的意圖之間的關係。研究結果顯示，消費者對品牌NFT的內在需求包括個人創新、娛樂、自我展示、社群互動和使用靈活性。在這些需求中，娛樂和使用靈活性與品牌態度和產品態度呈正相關，社群互動需求僅與品牌態度呈正相關。此外，品牌態度與購買品牌NFT的意圖呈正相關，產品態度與獲取免費品牌NFT的意圖和購買品牌NFT的意圖呈正相關。本研究旨在以理論分析提供更深入的消費者洞察，並為行銷人員提供制定有效NFT行銷策略的寶貴建議。zh_TW
dc.description.abstract (摘要) Brand should not view non-fungible tokens (NFTs) airdropping as a one-time marketing stunt or attention-grabbing campaign. Instead, it should be seen as an opportunity to enhance customer engagement. As the NFT market evolves, marketing strategies need to adapt swiftly, and one innovative approach is the utilization of NFT airdrops and launches. The objective of this research is to utilize the Technology Acceptance Model (Davis et al., 1989) and integrate it with the concept of the Uses and Gratification Theory (Katz & Blumler, 1974). The study seeks to gain insights into the NFT-affordance-based psychological needs, attitudes, and intentions of Taiwanese Generation Z and Millennial consumers toward branded NFTs. The online survey utilized convenience and snowball sampling methods, and a sample of 357 valid responses was analyzed using structural equation modeling (SEM) to assess the suitability of the proposed framework and explore the relationships between consumer needs, attitudes, and intentions toward branded NFTs. The results revealed that consumers` desire for branded NFTs encompasses five distinct needs: personal innovativeness, entertainment, self-presentation, community interaction, and access flexibility. Among these needs, entertainment and access flexibility were found to have a positive association with both brand attitude and branded NFT attitude. Community interaction need showed a positive association with brand attitude. Furthermore, brand attitude demonstrated a positive association with purchase intention, while branded NFT attitude showed positive associations with both purchase intention and receive free branded NFT intention. The objective of this study is to offer deeper insights into the context of branded NFTs and provide valuable suggestions for shaping effective NFT marketing strategies.en_US
dc.description.tableofcontents Chapter one - Introduction 1
Chapter two - Literature Review 7
2.1 Technology Acceptance Model (TAM) 7
2.2 Uses and Gratifications Theory (UGT) 11
2.3 Needs for Owning Branded NFT 14
2.3.1 Needs and Attitude 24
Chapter three - Methodology 31
3.1 Survey Method 31
3.1.1 Population and Sampling Method 32
3.1.2 Pretest 34
3.1.3 Procedure 36
3.2 Measures 39
3.2.1 Needs for Owning Branded NFT 39
3.2.2 Brand Attitude and Branded NFT Attitude 43
3.2.3 Purchase Intention and Receive Free Branded NFT Intention 44
Chapter four - Result 45
4.1 Sample 45
4.2 Reliability and Descriptive Analysis 47
4.3 Testing Research Question 49
4.4 Testing Hypotheses 53
4.5 Additional Analysis for Mediation Effect 57
Chapter five - Discussion and Conclusion 59
5.1 Branded NFT Needs 59
5.2 Needs and Attitudes 61
5.3 Mediation Effect 64
5.4 Attitudes and Intentions 65
5.5 Theoretical Implication 65
5.6 Practical Implication 66
5.7 Limitations and Future Research 67
5.8 Conclusions 70
Reference 73
Appendix 82		zh_TW
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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109461007en_US
dc.subject (關鍵詞) 非同質化代幣zh_TW
dc.subject (關鍵詞) 科技接受模型zh_TW
dc.subject (關鍵詞) 使用與滿足理論zh_TW
dc.subject (關鍵詞) 符擔性zh_TW
dc.subject (關鍵詞) 心理需求zh_TW
dc.subject (關鍵詞) 消費者態度zh_TW
dc.subject (關鍵詞) 消費者意圖zh_TW
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) Non-fungible Tokenen_US
dc.subject (關鍵詞) NFTen_US
dc.subject (關鍵詞) Technology acceptance modelen_US
dc.subject (關鍵詞) Uses and gratification theoryen_US
dc.subject (關鍵詞) Affordanceen_US
dc.subject (關鍵詞) Psychological needen_US
dc.subject (關鍵詞) Consumer attitudeen_US
dc.subject (關鍵詞) Consumer intentionen_US
dc.subject (關鍵詞) Consumer behavioren_US
dc.title (題名) 不只是收藏品！非同質化代幣（NFT）究竟是曇花一現還是改變行銷規則的秘密武器？探究心理、社會和科技需求如何影響消費者態度和行爲zh_TW
dc.title (題名) Beyond collectibles, is non-fungible token (NFT) a passing fad or game changer for marketers? Examining the role of psychological, social, and technological needs in consumer attitudes and behaviorsen_US
dc.type (資料類型) thesisen_US
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