數位資產在運動產業中的應用：運動NFT對消費者的影響

Digital Assets in the Sports Industry: The Impact of Sports NFTs on Consumers

10.29503/RLSH.202409_13(2).0009

佐南允禮(Tsonan Yunli)

區塊鏈 ； 運動消費行為 ； 品牌 ； Blockchain ； sports consumer behavior ； brand

休閒運動健康評論

13卷2期（2024 / 09 / 30）

122 - 129

繁體中文;英文

近年來因區塊鏈技術的興起，NFT快速成為新的熱門產品，風潮更拓展至運動領域產業。NFT在運動產業中的應用日益普及。正因為其中充滿了巨大的商機與多元商品項目，多種運動領域中的品牌都開始透過NFT來增加品牌之曝光度與形象。本研究旨在透過文獻回顧的方式，整理運動NFT推行的過程與演變，以期能了解NFT對於消費者所帶來的影響，並且針對所整理出的結果給予實務上的建議。

In recent years, due to the rise of blockchain technology, NFT have rapidly become a new hot commodity. With the trend expanding into the sports industry. The application of NFT in the sports industry is becoming increasingly widespread. Given the immense business opportunities and diverse product offerings within this space, many brands across various sports sectors are beginning to use NFT to enhance their brand exposure and image. This study aims to review the literature to organize the process and evolution of the implementation of sports NFT. In order to understand the impact of NFT on consumers and to provide practical recommendations based on the findings.