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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/139143


    Title: 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
    Authors: 梁碧霞
    Liang, Pi-Hsia
    Contributors: 洪為璽
    季延平
    Hung, Wei-Hsi
    Chi, Yan-Ping
    梁碧霞
    Liang, Pi-Hsia
    Keywords: 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
    Date: 2022
    Issue Date: 2022-03-01 16:41:25 (UTC+8)
    Abstract: 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.
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    Description: 博士
    國立政治大學
    資訊管理學系
    104356512
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104356512
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    DOI: 10.6814/NCCU202200182
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