近年來，無論是品牌、行銷人員，還是數位藝術家，都已經意識到NFT的潛力，投資者也開始看到數位收藏品的價值。然而，NFT市場受到加密貨幣市場波動的影響，導致出現了安全漏洞、破產和項目組織消失的情況。奢侈品牌紛紛進入區塊鏈領域，希望在未來的虛擬市場中佔據一席之地，並彌合數位和實體體驗之間的差距。利用NFT作為驗證真實性的手段，並與數位原生受眾進行互動。

過去的研究較少關注奢侈品NFT的概念，大部分更偏向消費者對於NFT的行為。然而，奢侈品品牌已經開始探索NFT，以提升品牌形象並與客戶進行混合互動。本研究以技術接受模型（TAM）為理論基礎，調查消費者對奢侈品NFT的看法、態度和意圖。研究針對台灣的195名參與者進行了調查，以了解影響消費行為和偏好的因素。

研究結果顯示，消費者對奢侈品NFT的購買意願受到感知價值和社會地位的顯著影響。這項研究有助於我們更深入了解消費者對奢侈品NFT的行為，並為奢侈品牌、數位藝術家和創作者提供有價值的見解，以在快速發展的市場中制定有效的行銷策略。

Non-Fungible Tokens (NFT) become popular these recent years. Brands, marketers, and digital artists have seen the potential of NFTs and started entering the plaza. Early investors have perceived the potential value of the collectibles, in addition, the NFT market has been affected by the volatility of the cryptocurrency market, resulting in security breaches, bankruptcies, and the disappearance of project organizations. Luxury brands have also entered the blockchain space to establish a presence in the future virtual market and bridge the gap between digital and physical experiences. Using NFTs to combat counterfeiting and engage with the digitally native audience.
Previous research studied the consumers’ behavior towards luxury and NFT separately, but few studies have focused on the concept of luxury NFTs. luxury brands have begun exploring the potential of NFTs (Non-Fungible Tokens) to enhance their brand image and hybrid engage with customers. This research investigates consumers’ perceptions, attitudes, and intentions toward luxury NFTs using the Technology Acceptance Model (TAM) as the theoretical foundation. A survey was conducted with 195 participants in Taiwan to explore factors influencing consumer behavior and preferences toward luxury NFTs. Results indicate that perceived value and social status significantly influence consumers’ intentions to purchase luxury NFTs. The study contributes to the understanding of consumer behavior towards luxury NFTs and provides valuable insights for luxury brands, digital artists, and creators to develop effective marketing strategies in a rapidly evolving market.

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