在近年區塊鏈的議題打得火紅，加上加密貨幣價格的飆升，及 NFT（分同質化貨幣）的出現，讓大眾對區塊鏈的討論又達到另一個高峰。在區塊鏈的技術逐漸被應用到各個產業時，最廣為大眾依賴的社群媒體，當然也開始引進區塊鏈的應用，新型的區塊鏈社群利用區塊鏈做為平台的底層技術，打造一個有著相同的介面，卻完全不同感受的全新社群平台。本研究試圖去進一步了解，在新型的社群平台出現時，大家對其接受意願的高低。
本研究首先說明區塊鏈社群媒體與傳統社群媒體之差異，如何在去中心化的情況之下，又能讓社群成員保有共識，讓陌生的網友之間得以產生信任。區塊鏈去中心化、透明性、無信任性等等特性，都是區塊鏈能在沒有大型組織監管運行下，還能蓬勃發展的主要原因。然而，要讓用戶從原先已具有大規模網路效應的社群媒體轉換至陌生平台需要有強大的動機，否則大眾根本不想多花時間與成本再去改變已經習慣的事。本研究從文獻的回顧中發掘出七個最有可能影響用戶改變的構面，進而利用 PLS 方法探討不同因素的影響情形。結果發現「隱私與保護」及「信任」是最主要的動機，其次則為社會影響力，再來才是主觀知識與財務獎勵，本研究根據結果，提出具體的管理意涵，冀望作為未來將成為大眾廣為使用社群平台發展之參考。

The issues of blockchain has been discussed everywhere in recent years. The
price of cryptocurrencies keeps making new high, and the NFT (Non-Fungible Token)
also called sub-homogenized currency show up in the market, makes the public’s
discussion has reached another level. When the technology of blockchain has
gradually been applied to different industries, the social media which people most
relied on has also begun to apply the technology of blockchain to build the base of
platform. This study tries to understand the acceptation of people regards new social
media when it appears.
Firstly, this study explains the difference between blockchain social media and
traditional social media, and how to maintain the consensus among the users of social
media and build the trust among unfamiliar user in a decentralized situation. The
decentralization, transparency, trust and others characteristics of the blockchain are
the main reasons why the blockchain can still grow up without the supervision of
large organizations.
Secondly, to make users switch from the original platform to another platform
with the same interface, there needs some strong motivation. The public does not
want to spend time and cost to change the application they used to. Therefore, from
the review of literature, this study designs seven aspects that are most likely the
reasons for user change, and explore which aspects will be the main reason for the
public to switch to the blockchain social media. The results show that "privacy and
prove" and "trust" are the most important reasons for the public. The second reasons
are social influence, and then knowledge and financial rewards. It shows that there are
some privacy and personal information problem. In traditional communities today,
and the public also begin to feel worries about that.
Based on the results, this study provides specific motivations and management
implications for users to join the blockchain social media, hoping to serve as a
reference for the development of social media platforms that will be widely used by
the public in the future.

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