根據Google Trend搜尋趨勢統計，2021年初多樣藝術品與影音圖片等作品以NFT (Non-Fungible Token，同質化代幣) 的形式高價售出後，全球搜尋量暴增，引起大眾對NFT的興趣，與之一起出現在大眾眼前的，是「FoMO(錯失焦慮)」一詞。本研究以態度CAC (Cognition – Affection – Conation) 理論出發，探討投資人對於NFT的錯失焦慮情緒與手機冷落的行為，以NFT的感知價值性與感知稀缺性為前因，探討人格特質的調節效果，並且觀察投資人購買加密貨幣與NFT經驗是否具有顯著差異。隨機抽樣各一Discord社群與Facebook粉絲專業，回收264份有效問卷，以SPSS統計軟體分析以驗證假設。
研究結果發現，錯失焦慮必須區分為個人錯失焦慮與社交錯失焦慮探討，不可混為一談，且不同購買經驗的受測者僅在個人錯失焦慮與手機冷落行為上具有顯著平均差異，再者，感知價值性對兩個錯失焦慮的影響皆顯著，與手機冷落之間的效果也呈現部分中介，反之，與感知稀缺性相關的所有假設皆不成立，個性對兩種感知與兩種錯失焦慮的調節效果同樣不顯著。
最後，基於研究結果，提出研究類別不同、資產類別相異、與NFT基礎特性出發，解釋造成感知稀缺性效果皆不顯著的原因。接續針對感知價值性定義與類別，提出建議未來項目方可嘗試經營的方向，並且皆以實際NFT項目方經營為範本舉例，證明建議的可行性。最後，提出共七點未來研究改善與建議，包括給予情境、定義價值、購買階段更新、購買次數、不同類型NFT等。

According to the Google Trend search, since various artworks, videos, picture were sold at a high price as NFT (Non-Fungible Token) in early 2021, enhanced public attention and interest, also the word “FoMO”. This research analyzes the relationship between FOMO, perceived value and scarcity, phubbing, and personality base on Attitude CAC theory (Cognition – Affection – Conation), and also observe the difference between 3 investors’ cryptocurrencies and NFTs purchase experiences. There are 264 valid questionnaires collected from randomly chose Discord and Facebook group, analyze and verify the hypothesis by SPSS.
The results obtained in this research include: FoMO must be divided into personal and social one; There’s significant difference between 3 purchase experiences on personal FoMO and phubbing; The relationship between perceived value and 2 FoMO , and the mediation to phubbing are all significant, but all the hypotheses about perceived scarcity are all insignificant.
Base on these results, this research explains the reason why the perceived scarcity effect is not significant, for example, different research categories, different asset categories, and basic characteristics of NFTs, then propose the social media operate directions to NFT creator according to the definition of perceived value, and finally, put 3 improvements and 4 suggestion forward to the future research, including giving context, defining value, updating the purchase stage, number of purchases, and different types of NFTs.

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