音樂NFT之創新接受因素與相關調節效果之研究

Abstract

隨著科技的日新月異，憑藉著網際網路所延伸出來的科技力量大大的影響著人們的生活，我們不僅可以透過金錢購買到實體的物品及服務，我們也可以透過虛擬貨幣的運用來購買虛擬商品及相關功能和服務。非同質化代幣，也就是今日所稱的 NFT (Non-Fungible Token) ，他的出現大大改變了大眾對於產品的認知和運用範圍。本篇論文主要探討的是 NFT 在音樂上的應用，以及其對於人們和創作者帶來了哪些影響及提供了哪些產品及服務，進一步分析其比較優勢、相容性、複雜性、可觀察性如何影響大眾對於音樂 NFT的接受態度和購買意願。本研究透過問卷調查法，調查受測者在創新理論背景之下對於該產品的接受態度為何，以及接受態度與購買意願的關係是否具有正向關係，並加以利用從眾心理及風險規避進行調節效果量測，並以描述性統計和Smart PLS執行資料分析和統整出結論。研究結果顯示，音樂NFT複雜性對於接受態度有負向關係，可觀察性與接受態度則具備正向關係，音樂NFT接受態度與購買意願有正向關係，從眾心理亦對於接受態度到購買意願具備正向之調節效果。

With the rapid advancement of technology, the power of technology extended by the Internet has greatly influenced people's influence. We can not only purchase physical goods and services through money, moreover, we can also purchase virtual goods and functions through the using of virtual currency. The emergence of Non-Fungible Token (NFT) has significantly changed the public's perception of products and its scope of application. Our study is focus on the application of music NFT and its impact on people and creators. We concentrate on what products and services attract the public to buy it as well.It further analyzes how its comparative advantages, compatibility, complexity, and observability affect the public's acceptance of NFT in music and their willingness to purchase it. This study employed a questionnaire survey to investigate the attitudes of respondents towards the product under the context of innovation theory. It aimed to examine whether there is a positive relationship between the acceptance attitude and purchase intention, as well as to measure the moderating effects of conformity and risk avoidance using the methods of descriptive statistics and Smart PLS for data analysis and synthesis. The research findings revealed a negative relationship between the complexity of music NFT and acceptance attitude, while observability exhibited a positive relationship with acceptance attitude. There was also a positive relationship observed between music NFT acceptance attitude and purchase intention. Furthermore, conformity had a positive moderating effect on the relationship between acceptance attitude and purchase intention, taking into account the influence of social conformity.