NFT社群共創：時尚資產價值驅動典範暨社群品牌權益與共鳴

隨著網路使用行為不斷成熟，非同質化代幣 NFT 正在被應用到時尚資產中，並促進消費者參與及互動。為此本研究依照消費者反應模式 AIDA 模型為基礎，包含注意(Attention)、興趣(Interest)、慾望(Desire)與行動(Action)四階段，並運用時尚資產價值驅動典範，分為個人價值（享樂價值、功利價值）、社會價值（自我/他人象徵價值、歸屬感）、科技社群價值（代幣經濟、責任履行、安全性）三大層面，探討對消費者參與社群價值共創活動（資訊分享、回饋和幫助、建立關係）之影響，進而提高品牌權益與品牌共鳴（行為忠誠度、態度依戀、社群意識、品牌的積極參與），並使用 SmartPLS4.0 統計分析軟體驗證其假說。根據本研究的結果顯示，功利價值、自我/他人象徵價值、歸屬感和安全性對於價值共創行為中的資訊分享具有正向影響，而代幣經濟則對資訊分享存在負向影響。此外，功利價值、歸屬感、責任履行和安全性對於回饋和幫助的價值共創行為具有正向影響，而代幣經濟則對回饋和幫助存在負向影響。同樣地，功利價值、歸屬感、責任履行和安全性對於建立關係的價值共創行為具有正向影響，而享樂價值和代幣經濟則對建立關係存在負向影響。此外，價值共創行為對品牌權益和品牌共鳴均具有正向影響。期望本研究結果能提供品牌方、品牌社群管理者作為參考，同時讓消費者更加瞭解NFT品牌社群。

With the maturation of internet usage behavior, non-fungible tokens (NFTs) are
being applied to fashion assets, promoting consumer participation and interaction. Based on the AIDA model, which includes the stages of Attention, Interest, Desire, and Action,this study utilizes the fashion asset value-driven paradigm, divided into three dimensions:personal value (hedonic value, utilitarian value), social value (self/other symbolic value, sense of belonging), and technology community value (token economy, accountability, security). It explores the impact on consumer participation in community value cocreation activities (information sharing, feedback and assistance, relationship building) in order to enhance brand equity and brand resonance (behavioral loyalty, attitudinal attachment, community consciousness, active brand participation). The hypotheses are validated using SmartPLS 4.0 statistical analysis software.According to the findings of this study, utilitarian value, self/other symbolic value, sense of belonging, and security have a positive impact on information sharing in value co-creation behavior, while the token economy has a negative impact on information sharing. Additionally, utilitarian value, sense of belonging, accountability, and security have a positive impact on feedback and assistance in value co-creation behavior, while the token economy has a negative
impact on feedback and assistance. Similarly, utilitarian value, sense of belonging,
accountability, and security have a positive impact on relationship building in value cocreation behavior, while hedonic value and the token economy have a negative impact on relationship building. Furthermore, value co-creation behavior has a positive impact on brand equity and brand resonance.The results of this study are expected to provide insights for brand owners and brand community managers, as well as to enhance
consumers' understanding of NFT brand communities.