本研究聚焦於探討台灣消費者對非同質化代幣（Non-Fungible Token, NFT）之購買意願，並以計畫行為理論（Theory of Planned Behavior, TPB）作為核心分析架構。隨著區塊鏈技術與 Web3 應用的快速發展，NFT 作為一種結合數位稀缺性與所有權認證的虛擬資產，廣泛應用於藝術、遊戲、收藏品與社群互動等領域，逐漸成為數位經濟中的關鍵熱點之一，不僅改變人們對於數位財產的認知，也促使企業與平台積極投入 NFT 市場的佈局。
本研究整合計畫行為理論三構面——態度（Attitude）、主觀規範（Subjective Norm）與知覺行為控制（Perceived Behavioral Control）——作為預測消費者 NFT 購買行為的理論基礎，並進一步納入五個延伸變項，包括風險感知（Perceived Risk）、平台信台、（Platform Trust）、社群認同（Community Identification）、涉入程度（Involvement）與數位素養（Digital Literacy），以建構更為全面且具說服力的研究架構。
透過問卷調查蒐集 210 份有效樣本，經統計分析後實證結果顯示，計畫行為理論的三大核心構面—態度、主觀規範與知覺行為控制，皆顯著正向影響 NFT 購買意願，證實該理論模型具備良好解釋力，在延伸變項的影響機制上，研究發現「風險感知」顯著負向影響態度，而「平台信任」則能有效提升態度，顯示態度的形成是風險與信任拉鋸的結果,「社群認同」強烈驅動主觀規範，反映出 NFT 採用具有高度的社群文化依附性，此外，「涉入程度」與「數位素養」皆顯著強化知覺行為控制，其中數位素養的影響尤為關鍵，顯示技術能力是消費者進入市場的重要門檻。
結論指出，NFT 購買行為並非單純的經濟決策，而是結合社群文化、技術能力與信任感知的複合歷程。基於此，本研究建議 NFT 平台業者應首重資訊透明與資安機制以建立信任，創作者應致力於社群價值的經營，而市場推廣策略則需著重於提升消費者的數位素養與操作信心，以降低進入門檻並促進購買意願。

This study investigates the purchase intention of Taiwanese consumers regarding Non-Fungible Tokens (NFTs), utilizing the Theory of Planned Behavior (TPB) as the primary analytical framework. With the rapid advancement of blockchain technology and Web3 applications, NFTs—virtual assets combining digital scarcity with ownership certification—have been widely applied across art, gaming, collectibles, and social interaction. Emerging as a pivotal focal point in the digital economy, NFTs have not only transformed perceptions of digital property but have also prompted enterprises and platforms to actively invest in and strategize for the NFT market.
This study integrates the three core dimensions of the TPB—Attitude, Subjective Norm,and Perceived Behavioral Control—as the theoretical foundation for predicting consumerNFT purchase behavior. Furthermore, the study incorporates five extended variables:Perceived Risk, Platform Trust, Community Identification, Involvement, and Digital Literacy, to construct a more comprehensive and robust research framework.
Based on a quantitative survey yielding 210 valid samples, the empirical results demonstrate that the three core dimensions of the TPB—Attitude, Subjective Norm, andPerceived Behavioral Control—significantly and positively influence NFT purchase intention, confirming the model's explanatory power. Regarding the mechanisms of the extended variables, the study found that Perceived Risk significantly negatively affects Attitude, while Platform Trust effectively enhances it, indicating that Attitude is formed through the interplay between risk and trust. Community Identification strongly drives Subjective Norm, reflecting the high socialdependency of NFT adoption. Additionally,Involvement and Digital Literacy significantly reinforce Perceived Behavioral Control;notably, the influence of Digital Literacy is critical, highlighting that technical competence is a key entry barrier for consumers.
The conclusion indicates that NFT purchasing behavior is not merely an economic decision but a composite process integrating social culture, technical competence, and trust perception. Consequently, this study suggests that NFT platform operators should prioritize information transparency and security mechanisms to establish trust. Creators should focus on cultivating community value, while market promotion strategies should aim to enhance consumers' digital literacy and operational confidence to lower entry barriers and stimulate purchase intention.

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二、中文部分
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今周刊 (2021)。什麼是 NFT？為何從黃明志到草間彌生都在瘋？大家都可以是玩家。