簡易檢索 / 詳目顯示

研究生: 魏維漢
Wei, Wei-Han
論文名稱: 新世代來臨:探討餐旅業發行 NFT 下一步之可能性
New Generation is Coming: The Possibility of the Next Step in the Issuance of NFT in the Hospitality Industry
指導教授: 王國欽
Wang, Kuo-Ching
口試委員: 駱香妃
Luoh, Hsiang-Fei
林濰榕
Lin, Wei-Rong
王國欽
Wang, Kuo-Ching
口試日期: 2023/07/02
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 93
中文關鍵詞: 餐旅業非同值化代幣非同值化代幣AIDA模式
英文關鍵詞: Hospitality NFT, Non-Fungible Token, AIDA model
研究方法: 內容分析法半結構式訪談法
DOI URL: http://doi.org/10.6345/NTNU202301654
論文種類: 學術論文
相關次數: 點閱:71下載:18
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 根據CryptoSlam數據顯示,目前以太坊 (Ethereum) 上的非同值化代幣NFT (Non-Fungible Token) 交易總量為15,700,577筆,由此可知NFT交易市場的蓬勃活躍。從2021年開始,由Google Trends提供全球搜尋關鍵字趨勢,顯示NFT和Non-Fungible Token 在全球的搜尋量迅速攀升,意味著其備受高度的關注。近年NFT廣受關注,許多餐旅業者紛紛加入這行列,從師園鹽酥雞、米其林餐廳RAW到臺北西華飯店都發行了NFT。由前述所提,NFT驚人的交易量和市值,造成臺灣餐旅業者發行NFT的風潮。但在2022年NFT面臨了熊市及泡沫化,NFT市場交易量低迷,根據The Block數據統計,從2022年1月之後的數月開始下滑,截止在5月前,單月交易量僅37.6億美元,相較1月高峰下滑77%。這促使本研究想探討在熊市和NFT泡沫化期間,該如在NFT行銷層面上做出改變,以及未來應運方向。本研究以質性研究深度訪談法,以AIDA模式訪談臺灣6間有發行餐旅業NFT業者,並且有在NFT經營及行銷上做策略者。將蒐集的資料轉為逐字稿,進行歸類和編碼,邀請三位專家學者進行內容歸類和命名等步驟,檢驗研究信效度,進而探討出研究結果。經由專家分析後,得到19個類別,和101個分析單位。研究結果顯示:在注意 (Attention) 興趣 (Interest) 慾望 (Desire) 購買行動 (Action)主題當中,品牌價值、社群經營賦能優惠、限量發行、設計感、聯合行銷、賦能優惠、會員經營制和結合科技應用為主要影響因素,最後在行銷策略,可以從品牌價值、社群經營、賦能優惠、限量發行和設計感等層面經營,未來發展方向可以往聯合行銷、會員經營制和結合科技應用去發展,在本研究建議上,也可以建議品牌企業導入顧客關係管理系統 (CRM),導入CRM系統可以透過內部資訊分析,有助於業者在經營NFT的管理。

    According to data from CryptoSlam, the total number of Non-Fungible Token (NFT) transactions on Ethereum is 15,700,577, indicating a vibrant and active NFT trading market. Starting from 2021, global search trends provided by Google Trends show a rapid increase in search volume for the keywords "NFT" and "Non-Fungible Token," indicating a high level of interest and attention. In recent years, NFTs have gained significant attention, with many players in the hospitality and tourism industry joining the trend. From ShiYun Fride Chicken to MICHELIN Guide Restaurants like RAW and the Taipei Sherwood Hotel, NFTs have been issued by various establishments. The astonishing transaction volume and market value of NFTs have fueled the trend of Taiwanese hospitality and tourism businesses issuing NFTs. However, in 2022, NFTs faced a bear market and bubble-like conditions, resulting in a decline in trading volume. According to data from The Block, monthly trading volume plummeted by 77% from the peak in January to just $3.76 billion by May. This prompts the present study to explore the changes that can be made in the marketing aspects of NFTs during a bear market and NFT bubble period, as well as future directions to be pursued. This study adopts a qualitative research approach using in-depth interviews based on the AIDA model, interviewing strategists from six Taiwanese hospitality and tourism businesses that have issued NFTs and are actively involved in NFT operations and marketing. The collected data will be transcribed and classified, and coding will be applied. Three expert scholars will be invited to conduct content classification and naming, among other steps, to examine the reliability and validity of the research and derive the research results. After expert analysis, 19 categories and 101 analytical units are obtained. The research results indicate that brand value, community building and empowerment, limited editions, design aesthetics, joint marketing, empowerment benefits, membership management systems, and the integration of technological applications are the main influencing factors in the Attention, Interest, Desire, and Action (AIDA) model. In terms of marketing strategies, emphasis can be placed on brand value, community building, empowerment benefits, limited editions, and design aesthetics. Future development can focus on joint marketing, membership management systems, and the integration of technological applications. As a recommendation, it is suggested that brand enterprises consider implementing Customer Relationship Management (CRM) systems. The adoption of CRM systems enables internal information analysis and assists businesses in managing NFT operations.

    目次 謝辭 i 中文摘要 ii 英文摘要 iii 目次 v 表次 vii 圖次 viii 第壹章 緒論 1 第一節 研究背景 1 第二節 研究問題 5 第三節 研究目的 7 第四節 研究流程 7 第貳章 文獻探討 9 第一節 區塊鏈 9 第二節 NFT 10 第三節 臺灣餐旅業NFT現況 13 第四節 臺灣餐旅業發行NFT店家 15 第五節 AIDA模式 16 第參章 研究方法 20 第一節 研究設計 20 第二節 操作性名詞定義 21 第三節 次級資料蒐集與訪談大綱設計 22 第四節 資料分析法 24 第肆章 研究結果 26 第一節 個案基本資料及介紹 26 第二節 樣本分析及逐字稿複核結果 27 第三節 內容分析結果 31 第伍章 結論與建議 49 第一節 結論與建議 49 第二節 學術與實務建議 52 第三節 研究限制與未來研究建議 53 參考文獻 55 附錄 62 附錄一 訪談邀約企劃書 62 附錄二 訪談問卷 69 附錄三 資料分析結果的發展單位 73

    Google Trends (無日期)。Google Trend NFT搜尋量2022/1~2022/5。Google Trends。擷取於9月24日2022年,https://trends.google.com/trends/explore?date=2022-01-26%202022-05-26&q=nft
    Hsuann (2022,2月16日)。瞄準頂級玩家,FineDayClub攜手EchoX全球首發「可以吃的NFT」。T客邦。https://www.techbang.com/posts/94211-aiming-at-top-players-finedayclub-and-echox-launch-the-worlds?from=home_news
    James (2022,5月30日)。Google 5月「NFT搜尋熱度」較歷史高點下挫7成、交易量較1月驟降77%!BLOCKTEMPO。https://www.blocktempo.com/global-interest-in-nft-slashed-by-70/
    Jay, L. (2022,9月5日)。什麼是AIDA行銷?簡單搞懂定義與應用重點。創意學堂。https://imjaylin.com/market-psychology/
    Natalia, W. (2022,3月9日)。Google搜尋趨勢「NFT、元宇宙」熱潮暴降!Delphi Digital : NFT 交易量少了72 %。BlOCKTEMPO。https://www.blocktempo.com/google-trends-interest-in-nfts-and-the-metaverse-is-falling/
    Ranking小編 (2022,11月21日)。【餐廳行銷】解密餐飲業行銷策略,提升來客數,引爆翻桌率!Ranking。https://ranking.works/knowledge/餐廳行銷/
    Sean, C. (2021,11月28日)。師園鹹酥雞成「全球第一家NFT炸雞店」!上架大漲134倍、每次交易可到店換雞吃。BLOCKTEMPO。https://www.blocktempo.com/taiwan-soul-food-nft/
    Sorah, S., Rolf, H. & Scott, M. (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 (黃莞婷、李于珊、宋佩芬、顏崇安譯)。英國維京群島商高寶國際有限公司台灣分公司。(原著出版於2021年)
    Yahoo奇摩新聞編輯室 (2022,7月14日)。虛擬貨幣、NFT正泡沫化?專家答案Yes!挺過大浪才能走向專業。Yahoo新聞。https://tw.news.yahoo.com/虛擬貨幣、nft正泡沫化?-專家答案-yes!挺過大浪才能走向專業-125304806.html
    方小林、趙璟、卿海莉 (2007)。“AIDA”模式在網路產品銷售中的應用。全國商情:經濟理論研究,(12),30-31。http://www.cqvip.com/qk/88422x/200712/26200477.html
    吳孟道 (2021)。虛擬資產皆可「幣」,非同質化代幣(NFT)交易會是新一波商機?會計研究月刊,(428),108-113。http://dx.doi.org/10.6650/ARM.202107_(428).0018
    李思聰 (2022,6月22日)。鏈金術師|NFT市場低迷需新出路|李思聰。Yahoo財經。https://hk.finance.yahoo.com/news/鏈金術師-nft市場低迷需新出路-李思聰-100255795.html
    李璨宇 (2021)。交易量掉九成!NFT藝術熱退燒,元宇宙接力掀下一波NFT應用浪潮。天下雜誌,(736),164。https://www.cw.com.tw/article/5118931
    周偉忠、于文莉、李海 (2007)。基於AIDA的企業網絡廣告傳播效果評估研究。商場現代化,(490),216。http://www.cqvip.com/qk/95786a/200701s/23572517.html
    林金定、嚴嘉楓、陳美花 (2005)。質性研究方法:訪談模式與實施步驟分析。身心障礙研究季刊,3(2),122-136。https://doi.org/10.30072/JDR.200506.0005
    林景富 (2012)。企業導入CRM可能遭遇問題之研究-以電子通路業S公司為例 [未出版碩士論文]。淡江大學。
    林慧斐 (2012)。客製化與互動性之行動廣告對說服效果之影響 [未出版碩士論文]。國立交通大學。
    美國金融日記 (2021,12月20日)。師園鹽酥雞NFT》上架大漲134倍!基本面投資人,怎麼評估最佳買價?商業週刊。https://www.businessweekly.com.tw/business/blog/3008637
    胡幼慧 (1996)。質性研究-理論、方法及本土女性研究實例。巨流圖書公司。
    范傑瑞 (2012)。尋求網路廣告績效最佳化機制 [未出版碩士論文]。國立中山大學。
    浦科學、趙文龍 (2011)。基於AIDA模式的企業營銷策略分析。商場現代化,(7),40-41。http://www.cqvip.com/qk/95786a/201107/37644353.html
    張允曦 (2021,11月30日)。餐飲推出NFT老牌鹽酥雞3天價翻500倍。TVBS新聞網。https://news.tvbs.com.tw/life/1648162
    莊秉農 (2022,8月7日)。《科技》從聲量看趨勢 黃明志「玻璃心」近半年網路聲量奪冠。中時新聞網。https://www.chinatimes.com/realtimenews/20220807001113-260410?chdtv
    許家禎 (2022,3月4日)。NFT狂潮/從貓星人養成計畫開始。Yahoo股市。https://tw.stock.yahoo.com/news/nft狂潮-從貓星人養成計畫開始-015000151.html
    郭宣暄 (2022,2月3日)。NFT熱潮燒進美食圈!餐飲品牌推「披薩、炸雞NFT」開盲盒送終身優惠。自由時報。https://playing.ltn.com.tw/article/25908/1
    陳冬漢 (2005)。台灣紡織企業規劃、供應鏈管理、客戶關係管理推行研究 [未出版碩士論文]。國立成功大學。
    陳向明 (2002)。社會科學質的研究。五南圖書出版股份有限公司。
    陳萬淇 (1992)。個案研究法。華泰文化事業股份有限公司。
    陳德霖、邱紹群、蘇竑彰、邱德原 (2022)。為粉絲經濟裝上Fintech翅膀-明星NFT。管理資訊計算,11(2),10-25。https://doi.org/10.6285/MIC.202209_11(2).0002
    陳慶徽 (2021,12月9日)。它是企業的行銷新聖杯,還是品牌推廣新陷阱?一天漲價百倍NFT四大商業潛力全解讀。商業週刊。https://www.businessweekly.com.tw/Archive/Article?StrId=7005000
    黃彥達 (2018)。穿戴裝置暨人體健康產業行銷模式與策略之研究-以W公司為例 [未出版碩士論文]。國立中山大學。
    楊思敏、張庭翔 (2022,4月7日)。NFT獲數位圖檔實際兌換商品還可轉成虛擬貨幣。民視新聞網。https://www.ftvnews.com.tw/news/detail/2022407F03M1
    趙磊(2020,4月13日)。區塊鏈技術的算法規制。人民網。http://blockchain.people.com.cn/BIG5/n1/2020/0413/c417685-31671676.html
    廣告企劃製作 (2022,8月15日)。40分鐘狂賣2.8億,周杰倫潮牌NFT行銷大解密。今周刊。https://www.businesstoday.com.tw/article/category/183015/post/202208150011/
    鄭瑞隆 (2004)。暴力犯罪:原因、類型、與對策。五南圖書出版股份有限公司。
    蕭宏智 (2022,11月11日)。餐飲產業如何結合NFT重振疫後市場商機。FIND。https://www.find.org.tw/index/indus_trend/browse/b6796ab21cca4d18f94b818d49018d5e/
    蘇中信、吳訂宜、洪宗德 (2012)。內容分析法之回顧與分析:以台灣商管期刊為對象。弘光學報,(68),1-20。https://doi.org/10.6615/HAR.201212.68.01
    Alavi, M., & Leidner, D. (1999). Knowledge management systems: issues, challenges, and benefits. Communications of the Association for Information Systems, 1(1), 7. https://doi.org/10.17705/1CAIS.00107
    Barry, T. E., & Howard, D. J. (1990). A review and critique of the hierarchy of effects in advertising. International Journal of Advertising, 9(2), 121-135. https://doi.org/10.1080/02650487.1990.11107138
    Berelson, B. (1952). Content analysis in communication research. Free Press.
    Berson, A., & Thearling, K. (1999). Building data mining applications for CRM. McGraw-Hill, Inc.
    Chalmers, D., Fisch, C., Matthews, R., Quinn, W., & Recker, J. (2022). Beyond the bubble: Will NFTs and digital proof of ownership empower creative industry entrepreneurs? Journal of Business Venturing Insights, 17, e00309. https://doi.org/10.1016/j.jbvi.2022.e00309
    Chandra, Y. (2022). Non-fungible token-enabled entrepreneurship: A conceptual framework. Journal of Business Venturing Insights, 18, e00323. https://doi.org/10.1016/j.jbvi.2022.e00323
    Chohan, R., & Paschen, J. (2023). NFT marketing: How marketers can use nonfungible tokens in their campaigns. Business Horizons, 66(1), 43-50. https://doi.org/10.1016/j.bushor.2021.12.004
    Colicev, A. (2023). How can non-fungible tokens bring value to brands. International Journal of Research in Marketing, 40(1), 30-37. https://doi.org/10.1016/j.ijresmar.2022.07.003
    Cooper, D. R., & Schindler, P. S. (2003). Business research methods (8th ed). McGraw-Hill.

    CryptoSlam (n.d.). Flow Sales Volume Data, Graphs & Charts. CryptoSlam. Retrieved September 22, 2022, from https://www.cryptoslam.io/blockchains/flow
    Dan, A. (2021, September 13). NFTs reshape brand marketing in the creator economy. Forbes. https://www.forbes.com/sites/avidan/2021/09/13/nfts-reshape-brand-marketingin-the-creatoreconomy.
    De Chernatony, L., & Riley, F. D. O. (1999). Experts' views about defining services brands and the principles of services branding. Journal of Business Research, 46(2), 181-192. https://doi.org/10.1016/S0148-2963(98)00021-6
    Ethereum.org (n.d.). Non-fungible tokens (NFT). Ethereum.org. Retrieved from October 11, 2022, from https://ethereum.org/en/nft/
    Flick, C. (2022). A critical professional ethical analysis of Non-Fungible Tokens (NFTs). Journal of Responsible Technology, 12, 100054. https://doi.org/10.1016/j.jrt.2022.100054
    Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169-2188. https://doi.org/10.1002/asi.21149
    Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18. https://doi.org/10.1086/208674
    Kastrenakes, J. (2021, March 25). Your million-dollar NFT can break tomorrow if you’re not careful. The Verge. https://www.theverge.com/2021/3/25/22349242/nft-metadata-explained-art-crypto-urls-links-ipfs (accessed 3.9.22).
    Klammer, A., Grisold, T., & Gueldenberg, S. (2019). Introducing a ‘stop-doing’culture: How to free your organization from rigidity. Business Horizons, 62(4), 451-458. https://doi.org/10.1016/j.bushor.2019.03.002
    Kostick-Quenet, K., Mandl, K. D., Minssen, T., Cohen, I. G., Gasser, U., Kohane, I., & McGuire, A. L. (2022). How NFTs could transform health information exchange. Science, 375(6580), 500-502. https://doi.org/10.1126/science.abm2004
    Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
    Li, J., & Yu, H. (2013). An innovative marketing model based on AIDA:- A case from e-bank campus-marketing by China Construction Bank. I-business, 5(3B), 47. http: //dx.doi.org/10.4236/ib.2013.53B010
    Lincoln, Y.S., & Guba, E. G. (1985). Naturalistic inquiry. Sage.
    Malhotra, A., O’Neill, H., & Stowell, P. (2022). Thinking strategically about blockchain adoption and risk mitigation. Business Horizons, 65(2), 159-171. https://doi.org/10.1016/j.bushor.2021.02.033
    Malik, N., Wei, M. Y., Appel, G., & Luo, L. (2022). Blockchain technology for creative industry: current state and research opportunities. International Journal of Research in Marketing, 40(1), 38-48. https://doi.org/10.1016/j.ijresmar.2022.07.004
    Miller, S., & Berry, L. (1998). Brand salience versus brand image: Two theories of advertising effectiveness. Journal of Advertising Research, 38(5), 77-78.
    Minichiello, L., Piehl, F., Vazquez, E., Schimmang, T., Hökfelt, T., Represa, J., & Klein, R. (1995). Differential effects of combined trk receptor mutations on dorsal root ganglion and inner ear sensory neurons. Development, 121(12), 4067-4075. https://doi.org/10.1242/dev.121.12.4067
    Mumtaz, R. (2019). Awareness and perspectives social media as new strategic marketing approach in minor industries; notion grounded on AIDA model. Journal of Content, Community Communication, 10, 213-224. https://www.amity.edu/gwalior/jccc/pdf/jccc-12-19-22.pdf
    Nonfungible (n.d.). NFT Market Quaterly Report Q1.2022. Nonfungible. Retrieved from September 22, 2022, from https://nonfungible.com/news/corporate/nft-market-report-q1-2022
    Peres, R., Schreier, M., Schweidel, D. A., & Sorescu, A. (2022). Blockchain meets marketing: Opportunities, threats, and avenues for future research. International Journal of Research in Marketing, 40(1), 1-11. https://doi.org/10.1016/j.ijresmar.2022.08.001
    Rajat, K. (2022, March 31). Monetization of non-fungible tokens: media and entertainment companies. EY. https://www.ey.com/en_us/tmt/monetization-of-non-fungible-tokens-media-and-entertainment-companies
    Robertson, H. (2022, January 18). JPMorgan says ethereum is losing ground to rivals in the NFT market, which could boost the likes of solana. Markets Insider. https://markets.businessinsider.com/news/currencies/ethereum-eth-killers-nfts-defi-solana-cardano-wax-crypto-investing-2022-1.
    Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 102943. https://doi.org/10.1016/j.ijhm.2021.102943
    Stemler, S. E. (2015). Content analysis. In R. Scott & S. Kosslyn (Eds.), Emerging trends in the social and behavioral sciences: An Interdisciplinary, Searchable, and Linkable Resource (1st ed., pp. 1-14). John Wiley & Sons, Inc. https://doi.org/10.1002/9781118900772.etrds0053
    Strong, E. K. (1925). The psychology of selling and advertising. McGraw-Hill.
    The Economist explains. (2021, October 12). What is an NFT? The Economist. https://www.economist.com/the-economist-explains/
    Uribe, D., & Waters, G. (2020). Privacy laws, non-fungible tokens, and genomics. The Journal of The British Blockchain Association, 3(2), 1-10. https://doi.org/10.31585/jbba-3-2-(5)2020
    Wang, Q., Li, R., Wang, Q., & Chen, S. (2021). Non-Fungible Token (NFT): Overview, evaluation, opportunities and challenges. ArXiv, abs/2105.07447, 1-22. https://doi.org/10.48550/arXiv.2105.07447
    Wilson, K. B., Karg, A., & Ghaderi, H. (2022). Prospecting non-fungible tokens in the digital economy: Stakeholders and ecosystem, risk and opportunity. Business Horizons, 65(5), 657-670. https://doi.org/10.1016/j.bushor.2021.10.007
    Xu, Y., Yen, D. C., Lin, B., & Chou, D. C. (2002). Adopting customer relationship management technology. Industrial Management & Data Systems, 102(8), 442-452. https://doi.org/10.1108/02635570210445871
    Yin, R. K. (1994). Discovering the future of the case study. Method in evaluation research. Evaluation Practice, 15(3), 283-290. https://doi.org/10.1177/109821409401500309

    下載圖示
    QR CODE