隨著人工智慧、大數據分析、雲端運算、擴增實境(Augmented Reality, AR)、虛擬實境(Virtual Reality, VR)等軟硬體技術的成熟發展，以及新冠疫情的驅使下，人與人之間的互動方式逐漸由實體轉為線上。2021年Facebook改名為Meta後，元宇宙(Metaverse)、非同質化代幣(Non-Fungible Token, NFT)與Web3.0等成為人們熱烈討論的議題。

儘管過去有探討元宇宙虛擬市場、AR或VR購物等相關研究，但在元宇宙購物中對消費者信任與購買意圖之影響因素的探討較少。此外，根據麥肯錫於2022年所發布的一份報告中指出，有將近60%的消費者表示非常期待未來將生活轉移至元宇宙，其中又以「購物」為消費者最感興趣的活動項目。因此，本研究以元宇宙購物為主題，並透過S-O-R模型探討消費者受到元宇宙購物環境特徵的刺激後，其對認知信任、情感信任與購買意圖之影響。

本研究利用元宇宙購物之前導影片，以線上問卷的方式收集了329份有效問卷，研究結果顯示出，民眾在元宇宙購物中由功利價值、沉浸感、遠距臨場感產生認知信任，由享樂價值與互動性產生情感信任。在信任與購買意圖的關係中，情感信任對購買意圖有顯著影響，認知信任則無，導致此結果的因素可能是大部分人目前仍認為元宇宙較偏向娛樂性質，而購物也屬於娛樂方面的活動，使消費者對於元宇宙購物所帶給他們的情感感受評價較為重視，造成其認知信任對購買意圖不會產生顯著影響。

最後，縱然元宇宙目前處於早期開發階段，且在台灣元宇宙平台的使用尚不普及，我們仍不能低估元宇宙未來的發展潛力，本研究認為元宇宙議題有許多值得探討之處，論文內也提出研究方向與實務建議供未來學者及企業參考。

With the advancement of technologies such as artificial intelligence, big data analysis, cloud computing, augmented reality (AR), virtual reality (VR), and impact of the pandemic, the interpersonal interactions have gradually changed from physical to online. After Facebook renamed as Meta in 2021, concepts like Metaverse, NFT, and Web3.0 have gained significant attention among the people.

There have been some studies exploring the virtual market of Metaverse and AR or VR shopping, however few of them have specifically investigated the influencing factors on consumer's trust and purchase intention of Metaverse shopping. According to a report released by McKinsey in 2022, nearly 60% of consumers said they were very looking forward to the future life transition to Metaverse, and "shopping" was the most interesting activity for them. Therefore, this study focuses on the Metaverse shopping environment affecting consumer's cognitive trust, emotional trust, and purchase intention through the S-O-R model.

In this study, we used an introductory video as overview of Metaverse shopping, and collected 329 valid online questionnaires. The results show that people generate cognitive trust from utilitarian value, immersion and telepresence in Metaverse shopping, and emotional trust from hedonic value and interactivity. In the relationship between trust and purchase intention, emotional trust has a significant affection on purchase intention, while cognitive trust does not. This may be due to most people still take Metaverse as entertainment-oriented, and shopping is also an entertainment activity. Hence, consumers concern more about on their emotional experiences in Metaverse shopping, leading to the insignificance of cognitive trust on their purchase intention.

Finally, although Metaverse is currently in the development stage, and the utilization rate of Metaverse platform in Taiwan is still low, the potential growth potential of Metaverse in the near future cannot be underestimated. We believe that there are various worth discussing topics related to Metaverse, which could provide directions and suggestions for the reference of scholars and enterprises.

中文文獻
元宇宙迎來「大爆炸」時期？AR、VR、數位分身⋯⋯相關技術比較一次看 轉自於：https://www.bnext.com.tw/article/67545/metaverse-big-bang
維基百科 - 元宇宙 轉自於：https://zh.wikipedia.org/zh-tw/%E5%85%83%E5%AE%87%E5%AE%99
【科技新知】NVIDIA Omniverse是什麼？ 轉自於：https://www.jyes.com.tw/news.php?act=view&id=4435
元宇宙的第一步! Fortnite的虛擬演唱會 轉自於：https://www.find.org.tw/index/wind/browse/1934616c1e11cf02a899966f5e01b2fb/
元宇宙是什麼？元宇宙概念股有哪些？ 轉自於：https://www.stockfeel.com.tw/%E5%85%83%E5%AE%87%E5%AE%99-%E9%A1%8C%E6%9D%90-%E6%A6%82%E5%BF%B5%E8%82%A1/
微軟將在明年推出Mesh for Microsoft Teams，進入Metaverse世界 轉自於：
https://www.ithome.com.tw/news/147647
打造精品元宇宙！Gucci進軍Roblox打造虛擬社群「Gucci Town」！ 轉自於：https://www.chilling.tw/article/83072
《邊玩邊賺入手NFT》：Burberry、GUCCI、LV如何進軍元宇宙，找到他們的精品顧客？ 轉自於：https://www.thenewslens.com/article/169001
蘋果「Vision Pro」登場！ 轉自於：https://www.bnext.com.tw/article/75522/apple-wwdc-visionpro-mr-metaverse
抓住Z世代特質！沃爾瑪首度跨足元宇宙，如何用虛擬遊戲吸引年輕人？ 轉自於：https://www.bnext.com.tw/article/72100/walmart-metav-oct
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