本研究探討了品牌 NFT 在新興市場中的潛在價值以及消費者對品牌 NFT 的態度和購買意圖。隨著加密貨幣和區塊鏈技術的發展，NFT 作為一種基於區塊鏈的數字資產，引起了廣泛關注。品牌開始加入 NFT 市場，推出與品牌相關的 NFT作品，旨在擴大品牌的曝光度和影響力。然而，這種新興的數字商品也帶來了一些挑戰，包括如何吸引消費者的注意和考慮到區塊鏈技術的特殊性。因此，了解消費者對品牌 NFT 的態度和購買意圖對品牌方制定營銷策略至關重要。
然而，目前在各大品牌中，運動品牌 Nike 成為了 NFT 市場收入排名的領先者，是少數在該市場上大膽嘗試的主流公司。因此本研究將以品牌 Nike 作為研究案例，利用 ELM 理論作為研究框架，分析促使消費者對於 Nike NFT 購買意圖的形成因素。
研究結果顯示（1）技術邏輯及應用邏輯對消費者認知態度有正向影響。（2）來源可信度對消費者從眾心理有正向影響。（3）認知態度及從眾心理對購買意圖有正向影響。（4）專業度對品牌可信度與從眾心理具有調節效果。透過此結果，本研究提供了品牌方制定NFT營銷策略的相關建議，以提升其在此新興市場的競爭力。

This study examines the potential value of branded NFTs in emerging markets and
consumers' attitudes and purchase intentions towards branded NFTs. With the
development of cryptocurrency and blockchain technology, NFT as a blockchain-based
digital asset has attracted widespread attention. Brands are starting to join the NFT market by launching brand-related NFT pieces, aiming to expand the exposure and influence of their brands. However, this emerging digital commodity also poses some challenges, including how to attract consumezs' attention and take into account the specificity of blockchain technology. Therefore, understanding consumers' attitudes and purchase intent towards branded NFTs is critical for brands to develop their marketing strategies.
However, among the major brands, Nike, a sports brand, is currently the leader in
the NFT market in terms of revenue and is one of the few mainstream companies making
bold attempts in this market. Therefore, this study will use the brand Nike as a case study and ELM theory as a research framework to analyze the factors that contribute to the formation of consumers' purchase intentions towards Nike NFT.
The study results show that (1) technical logic and application logic positively
impact consumers' cognitive attitudes. (2) Source trustworthiness has a positive effect on consumers' herding psychology. (3) Cognitive attitude and herd mentality positively
affect purchase intention. (4) Professionalism has a moderating effect on brand credibility and consumers' herding psychology. Through the results, this study provides
recommendations for brands to develop NFT marketing strategies to enhance their
competitiveness in this emerging market.

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