從2021年開始，與Web3.0相關的話題，如:NFT、加密貨幣、去中心化金融（DeFi）、遊戲金融（GameFi）、分散式自治組織（DAO）和元宇宙等，引起了大眾和媒體的廣泛關注，其中討論最熱烈的當屬NFT，因為NFT不僅限於藝術品，還可以與任何事物結合，創造全新的商業模式。然而隨著目前經濟環境和金融市場的變動，NFT的炒作熱度已經減弱許多，人們開始懷疑其是否為一種投機泡沫。儘管如此，NFT的核心價值應能夠帶來更多元的資源整合和藝術交流，是相當值得期待的，應當對NFT的背景、機會、風險和可能的商業模式來深入的研究。
本研究以推力-拉力-繫住力理論的框架，探討消費者對於數位收藏品NFT之轉換意圖，驗證哪些可能因素會影響消費者繼續購買實體收藏品，以及又有哪些可能因素會影響消費者購買NFT數位收藏品。本研究以線上量化調查方式，共回收341 份有效問卷，經模型分析結果顯示，拉力效果（社會價值、情感價值、功能價值、經濟價值）對轉換意圖有正向顯著的影響，而推力效果（不便利性、低實用價值）、拉力效果（科技特性、網路外部性）、維繫力效果（認知風險、創新知覺）對轉換意圖皆無顯著的影響，後續透過分析結果，提出討論及實務面之建議。

Since 2021, topics related to Web3.0, such as Non-Fungible Tokens (NFT), cryptocurrencies, Decentralized Finance (DeFi), Game Finance (GameFi), Decentralized Autonomous Organizations (DAO), and metaverses have attracted widespread public and media attention. Among them, NFTs are the most discussed because they are not limited to artworks, but can be combined with anything to create new business models. However, with the current changes in the economic environment and financial markets, the hype around NFTs has cooled down significantly and people have started to doubt whether it is a speculative bubble. Nevertheless, the core value of NFTs, which can bring about more diverse resource integration and art exchange, is highly anticipated. It is necessary to delve deeper into the background, opportunities, risks and potential business models of NFTs.
This research uses the framework of the push-pull mooring theory to investigate consumers' conversion intentions towards digital collectibles, NFTs. It examines which potential factors may influence consumers to continue purchasing physical collectibles and which potential factors may influence consumers to purchase digital NFT collectibles. This study uses a quantitative online survey method and collected a total of 341 valid questionnaires. The results of the model analysis show that the pull effect (social value, emotional value, functional value, economic value) has a significant positive effect on purchase intention. However, the push effect (inconvenience, low practical value), the pull effect (technological characteristics, network externality) and the mooring effect (perceived risk, innovative perception) have no significant effect on conversion intention. Based on the results of the analysis, recommendations for discussion and practical implications are given.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與目的 6
第四節 研究方法與流程 7
第二章 文獻探討 8
第一節 區塊鏈 8
第二節 非同質化代幣 11
第三節 推力-拉力-維繫力理論 17
第三章 研究方法 19
第一節 研究模型 19
第二節 研究假說 20
第三節 操作型定義 30
第四節 研究設計 33
第四章 資料分析 39
第一節 樣本基本資料分析 39
第二節 衡量模型 43
第三節 結構模型及假說驗證 54
第五章 結論與建議 57
第一節 研究結果與建議 57
第二節 理論及實務意涵 61
第三節 研究限制與未來研究方向 63
參考文獻 65
附錄：本研究正式問卷 72

一、網站資料
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科技新報，2021，鹽酥雞之後是雞肉飯，台灣小吃NFT第二彈即將抵達戰場，Retrieved from https://ccc.technews.tw/2021/12/21/nft-chicken-rice/
科技新報，2021，Beeple 苦畫14年爆紅，作品拍賣19億元引加密收藏熱，Retrieved from https://technews.tw/2021/03/12/beeple-everydays-the-first-5000-days-69-million-usd-auction/
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CoinGecko,2022, Retrieved from https://www.coingecko.com/
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The Guardian,2021, NFT beats cheugy to be Collins Dictionary’s word of the year, Retrieved from https://www.theguardian.com/books/2021/nov/24/nft-is-collins-dictionary-word-of-the-year
NFTGO,2022, Retrieved from https://nftgo.io/
NonFungible,2022, Retrieved from https://nonfungible.com/

二、中文文獻
黃莞婷、李于珊、宋佩芬、顏崇安譯，成素羅、羅夫．胡佛、史考特．麥勞克林著，2022，NFT大未來：理解非同質化貨幣的第一本書！概念、應用、交易與製作的全方位指南，初版，台北：高寶國際有限公司。
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鄭鈞、邱兆民、梁定澎、徐士傑、陳怡蓁，2022，以推力-拉力-繫住力理論探討消費者對純網銀之轉換意圖，中山管理評論，30卷1期：3~36。

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