Non-Fungible Token (NFT) har genom sitt framträdande i digitala medier skapat ett större intresse för digital virtuell konst. Möjligheten att kunna ge digitala virtuella tillgångar ett unikt ägandeskap genom NFT-tekniken har förändrat hela marknaden för digital virtuell konst. Utvecklingen av NFTs har skapat ännu en otydlighet i gränsen mellan upplevelsen av fysiskt och digitalt virtuellt ägandeskap vilket har resulterat i utmaningar för utvecklingen av marknader för köp och försäljning av digital virtuell konst. Studien syftar till att undersöka hur digitalt ägandeskap av NFTs upplevs av intressenter för att kunna skapa en bättre förståelse för hur marknadsplatser kan hantera de utmaningar och möjligheter som utvecklingen av det digitala ägandeskapet har resulterat i. För att undersöka upplevelsen av ägandeskapet har en kvalitativ intervjustudie utförts med respondenter som har erfarenhet av antingen köp eller försäljning av NFTs. Studien använder en lins av psykologiskt ägandeskap för att kunna utforska upplevelsen av det digitala ägandeskapet av NFTs. Studiens resultat presenterar en förståelse för hur intressenter upplever ägandeskap av NFTs samt förslag på hur marknadsplatser kan förhålla sig till upplevelsen av ägandeskapet för att kunna utveckla ett demokratiskt och inkluderande ekosystem. / Non-Fungible Token (NFT) has through its appearance in digital media created a greater interest for digital virtual art. The ability to provide digital virtual assets with unique ownership through NFT technology has changed the entire market for digital virtual art. The development of NFTs has created another ambiguity in the boundary between the experience of physical and digital ownership, which has resulted in challenges for the development of markets for buying and selling digital virtual art. The study aims to investigate how digital ownership of NFTs is experienced by stakeholders in order to create a better understanding of how marketplaces can handle the challenges and opportunities that the development of digital ownership has resulted in. To investigate the experience of ownership, a qualitative interview study has been conducted with respondents who have experience in either buying or selling NFTs. The study uses a lens of psychological ownership in order to explore the experience of digital ownership of NFTs. The results of the study present an understanding of how stakeholders experience ownership of NFTs and suggestions on how marketplaces can act in relation to the experience of ownership in order to develop a democratic and inclusive ecosystem.

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現代化組織雖然熱衷於導入資訊科技來提升組織競爭力，但研究發現近一半的科技導入最後是以失敗收場；此種不導入科技則組織將失去競爭力、但導入科技後卻達不到預期成效的兩難，是造成組織生產力困境的原因之一。此一企業面對科技採用的兩難困境，引發本論文的研究動機。 實務中許多科技導入失敗的案例已經說明決定企業是否擁有競爭力不在於組織是否導入科技或使用者如何採用新科技，愈來愈多的研究已證實如何在導入科技後，讓員工願意改變既有的工作習性，並樂於持續地使用科技，且逐漸將科技使用內化成為日常工作實踐，可能更加重要。此外，實務中也常發現組織內的科技使用者在面對相同科技時，往往並不是接受科技，或是拒絕科技的二元採用論；相反地，因為使用者會對科技進行自我詮釋與賦予個人意義，故導致許多不同且有趣的採用類型，甚至可能造成非預期的負面反應與行為。 過去許多探討個人層次的科技採用研究專注於科技採用者的認知因素對科技接受與否之影響，本論文則專注於科技採用的情感面探討，瞭解使用者對科技的心理擁有感受如何影響採用行為。綜合過往文獻的不足，本論文提出二項主要研究問題：(1) 科技採用是否存在多元化的採用類型？影響原因為何？與 (2) 科技採用者對科技的心理擁有感如何影響科技採用行為與績效？ 針對上述的研究問題，本論文回顧科技採用、科技意會、心理擁有感與在地知識等相關文獻，輔以二階段的研究策略，依序進行個案質化研究的理論建構 (研究一) 與量化假說的理論驗證 (研究二)。首先，研究一以新加坡康福計程車與台灣大車隊計程車為研究個案，藉由瞭解二地的計程車司機如何採用衛星派遣科技之紮根研究，歸納出科技採用者的科技心理擁有感將影響對科技的意會，與使用科技的在地知識類型；其次，科技心理擁有感可藉由以上二者的中介效果，進而影響科技採用型態與採用頻次。本論文由研究一推導出相關的研究假說，以供研究二進行關係驗證。最後，在研究二中，本論文藉由科技心理擁有感、在地知識、科技意會的量表發展與結構方程式統計分析，進行研究一的假說驗證與探討。 經由數百位計程車司機開車實踐的觀察、訪談與大樣本問卷調查後，本論文發現科技心理擁有感可區分為「我的科技心理擁有感」與「我們的科技心理擁有感」二類屬性；而科技心理擁有感將產生二大類的科技意會類型：「實用認同型科技意會」與「自利專屬型科技意會」，與二大類的在地知識：「近地型在地知識」與「遠地型在地知識」，最後，進而影響科技的多元採用類型與採用績效。 本論文有系統地利用質性紮根研究進行構念的歸納與分類，發現不同型式的科技心理擁有感、多元科技意會、在地知識與科技採用類型，並建構一個多構念且具完整性的科技採用分析架構與衡量方法。同時，本論文也借用組織行為理論中的心理擁有感理論於科技採用研究中，以解釋個人對科技的心理擁有感如何影響科技採用行為。整體而言，本論文力求達到研究情境真實性、研究衡量精準性與研究結論類推性的理論建構三大目標。 / For purposed of efficiency, organizations often engage in adopting or transferring new technology across national boundary to increase their competitive advantage. But researches found over half cases of IT (information technology) implementation failed in the end. This dilemma between losing competitive advantage without IT implication and failing in adoption with technology transfer is a main challenge of organization. The research objective of this dissertation is to understand the profound occasions of this dilemma. In the reality, many IT failure cases have illustrated keeping competitive advantage for organization was depends on how to transform users’ routines or habits from current IT usage on post-adoption stage rather than adopting a new technology on pre-adoption stage. In other words, the final goal of IT implementation is to internalize the technology use to become users’ daily practices. In addition, what is missing from the current discussion literature of technology management is that technology adoption is multiple patterns rather than a trade off between acceptance and rejection. Therefore, in different organizational context various users may render multiple interpretations of the same technology, leading diversified adoptive behaviors or some negative and unexpected results of IT use. The first research question of this dissertation is: How do people’s situated practices enact patterns of users’ sense-making towards technology, leading to multiple modes of technology use? Prior studies of technology adoption in individual level have developed a set of useful analysis on technology acceptance from users’ cognition perspective. However, the current literature has not yet investigated behaviors of technology adoption from affective approach. The second research question of this dissertation is: How feeling of ownership of technology individual user has influences their technology use? Through the literature review from technology adoption, technology sense-making, psychological ownership, and local knowledge, we built a two-stage research strategy to answer the above research questions. First, we formulae a conceptual framework by conducting qualitative research approach. Two cases was investigated in this stage, they were Comfort Taxi Co. in Singapore and Taiwan High Transportation Co. (THT) in Taiwan. By ethnographic data collecting from two cases in two years fieldwork, we observed how taxi drivers in Singapore and Taiwan adopt and use the same technology, G.P.S. (Global Positioning System) dispatch system, named Cablink. Second, from the findings of qualitative cases, we generalized the some hypothetical relationships among psychological ownership of technology, technology sense-making as well as patterns of local knowledge users own. The next, we test these hypotheses through questionnaire development and surveys answered by THT taxis drivers in Taiwan. The findings indicated that the taxi drivers had two types of psychological ownership of technology (Self-oriented and Collective-oriented) triggering two modes of technology sense-making (Pragmatism sense-making and Autism sense-making), and two kinds of local knowledge (Local search on knowledge and Distant search on knowledge). Consequently, the frequency of technology use will be influenced by above constructs directly and indirectly. In conclusion, this dissertation proposes to analyze technology adoption through sense-making and feelings of ownership by combining qualitative and quantitative methods. The findings enhance the theory of technology sense-making and psychological ownership, and suggest practical implications for post technology adoption and global technology transfer.

在台灣以服務型為導向的企業都致力於滿足客戶與顧客的需求，以求提升利潤，其中，帶給顧客滿足的重責大任幾乎都是由員工來執行；然而，近年來越來越常聽聞員工的福利與權益收到忽視甚至遭到擠壓。由此推論，一個不快樂的員工如何提供令顧客滿意的服務呢？因此，除了重視外部行銷以外，更是要強調內部行銷的落實。所謂內部行銷就是企業如何將公司及工作有效地行銷給員工，就如同將產品與服務行銷給外部顧客一般。 台灣的房仲產業競爭激烈，並強調顧客至上，而在這樣的情況下，公司仍否會重視對員工的照顧是本篇欲討論的重點。本研究以台灣本土房仲產業─信義房屋為研究對象，旨在探討其內部行銷作為與員工的心理擁有感表現。信義房屋目前為全台規模最大的房仲公司，創辦人周俊吉先生除了強調提供給顧客最優質的服務以外，也重視公司的永續經營與發展。此外，信義房屋是唯一一家上市的房仲公司並且連續被天下雜誌評選為天下企業公民。本研究採用半結構式深度訪談去發現公司的內部行銷作為，並進一步探究公司內部員工對公司本身以及信義房屋品牌的心理擁有感表現。 / Service-oriented companies mostly focus on carrying out external marketing which aims to provide best services to external customers. Traditionally speaking, this way seems to ensure higher revenue for companies. However, they are inclined to overlook the importance of employees who are reckoned as internal customers when applied to internal marketing. Nowadays, it is argued that focusing only on external customers would not ensure prosperity of the company. The application of internal marketing, clearly the opposite concept of external marketing, aims to sell the jobs and the company to its employees. More and more companies, especially service-oriented ones, acknowledge that the firm itself is supposed to bring satisfaction to its internal customers in accord with organizational objective before delivering satisfaction to external customers since most financial transactions occur between employees and customers. Specifically speaking, behaviors of employees have direct influences on customers and their ensuing consuming perceptions. In this regard, service firms should put much more emphasis on application of internal marketing. This study chooses Sinyi Realty as the research target in an attempt to explore its practices of internal marketing and ensuing performances of employee psychological ownership. Realty companies in Taiwan intensively compete with each other and thus put more emphasis on external customers. As for Sinyi Realty, a locally-developed and large-scale realty company, its founder and chairman Mr. Chou, Chun-Chi not only focuses on providing best services, but emphasizes sustainable management which is different from making fast money addressed by other realty companies. Besides, it is worth mentioning that it is the only listed realty company in Taiwan and has been awarded by Excellence in Corporate Social Responsibility many times. In this regard, this study adopts semi-structured in-depth interview to discover the real situation of internal marketing within the company. Most importantly, this study aims to explore performances of psychological ownership toward the company and the corporate brand among employees of Sinyi Realty. In fact, it follows two questions which are “how much do you feel the company is yours?” and “to what extent do you view the corporate brand as part of extended-self?” According to the case analysis, application of internal marketing found in Sinyi Realty exerts huge influences on employee psychological ownership, and also the impact of other critical factors cannot be underestimated. Based on the facts and discussion above, there are 8 derivative propositions in total that explicitly explain the relationships between internal marketing and psychological ownership; and other 3 propositions also manifest their close relations with psychological ownership for the organization and the corporate brand. Though these 11 derivative propositions are not discreetly examined by quantitative research method, they indeed present a general situation of Sinyi Realty and provide different research aspects for future study. At last, 4 managerial implications are proposed in expectation of enhancing the degree of psychological ownership among employees of Sinyi Realty by means of improved application of internal marketing.

此篇論文之目的乃是探討品牌心理擁有感之前因與結果因素，本研究欲探討之三個與品牌相關的構念，包括公司品牌管理、品牌心理擁有感、品牌公民行為。第一個構念為公司品牌管理，代表能改善不同利害關係人對公司品牌認知與態度之組織作法；第二構念為品牌心理擁有感，代表能使員工對公司品牌產生所有權感受的心理狀態；第三個構念為品牌公民行為，代表員工擁有品牌導向之利他行為並將品牌精神活出來。本研究採取了兩個步驟，以探討品牌心理擁有感之前因與結果因素，本研究首先進行了公司品牌管理、品牌心理擁有感與品牌公民行為之量表發展，其次，本研究探索了公司品牌管理、品牌心理擁有感、品牌公民行為與品牌權益之跨層次關係。 本研究根據Hinkin (1998)之準則進行量表發展，在公司品牌管理的部分，本研究從台灣連鎖商店的主管獲得275份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得五項公司品牌管理的因素，包括：公司品牌管理的溝通與評估、公司品牌管理之部門間協調、公司品牌管理之領導與利害關係人互動、公司品牌管理之訓練與徵選、公司品牌管理之文化與願景，結果顯示公司品牌管理量表具有良好的穩定性與效度。 在品牌心理擁有感與品牌公民行為的部分，本研究從台灣連鎖商店的第一線員工獲得361份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌心理擁有感的因素，包括：品牌自我效能感、品牌責任感、品牌認同感與歸屬感。同樣地，在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌公民行為的因素，包括：品牌之運動家精神與背書、品牌之幫助行為、品牌之考量與提升，結果顯示品牌心理擁有感與品牌公民行為之量表具有良好的穩定性與效度。 從個人層次的分析結果發現，品牌心理擁有感正向影響品牌公民行為，並且大部分之品牌心理擁有感的因素正向影響品牌公民行為的因素。從跨層次的分析結果發現，公司品牌管理正向影響品牌心理擁有感與品牌公民行為，組織層次的品牌公民行為正向影響品牌權益。本研究亦發現，品牌心理擁有感在公司品牌管理與品牌公民行為之間扮演跨層次的中介角色。從跨層次的細部分析結果發現，許多公司品牌管理之因素正向影響品牌心理擁有感與品牌公民行為之因素。本研究亦探討了研究結果討論、研究貢獻、研究限制與未來研究。 / This thesis aims to investigate the antecedent and consequence of brand psychological ownership. Three major constructs related to branding efforts and results studied and explored by this research include corporate branding, brand psychological ownership, and brand citizenship behavior. The first construct, corporate branding, represents practices that improve brand cognitions and brand attitude of multiple stakeholders. The second construct, brand psychological ownership, represents the psychological state that makes employees produce feeling of ownership toward the corporate brand. The third construct, brand citizenship behavior, shows that employees have brand-oriented altruistic spirit and live the brand. In order to explore the antecedent and consequence of brand psychological ownership, two major steps are conducted by this study. First, this study conducts the scale developments of corporate branding, brand psychological ownership, and brand citizenship behavior. Second, this study explores the multilevel relation between corporate branding, brand psychological ownership, brand citizenship behavior, and brand equity. The guidelines of Hinkin (1998) are followed as the procedures of scale development. As for the scale development of corporate branding, a survey conducted among a sample of 275 managers from the franchise organizations in Taiwan was undertaken. Five factors of corporate branding obtained after EFA and CFA include: communication and evaluation of corporate branding, departmental coordination of corporate branding, leadership and interaction with stakeholders of corporate branding, training and selection of corporate branding, and vision and culture of corporate branding. The results represent a scale of corporate branding with good reliability and validity. As for scale developments of brand psychological ownership and brand citizenship behavior, a survey conducted among a sample of 361 customer-facing employees from the franchise organizations in Taiwan was undertaken. Three factors of brand psychological ownership obtained after EFA and CFA include: brand self-efficacy, brand accountability and identification and belongingness of brand. Three factors of brand citizenship behavior obtained after EFA and CFA include: sportsmanship and endorsement of brand, helping behavior of brand, and consideration and enhancement of brand. The results represent scales of brand psychological ownership and brand citizenship behavior with good reliability and validity. In the individual level analyses, brand psychological ownership has a positive effect on brand citizenship behavior, and most factors of brand psychological ownership have positive effects on factors of brand citizenship behavior. In the multilevel analyses, results demonstrate that corporate branding has positive effects on brand psychological ownership and brand citizenship behavior. Organizational-level brand citizenship behavior positively affects brand equity. It is also found that brand psychological ownership fully mediates the relationship between corporate branding and brand citizenship behavior. Detailed analyses show that many factors of corporate branding have positive effects on different factors of brand psychological ownership and brand citizenship behavior. Most factors of brand psychological ownership positively affect factors of brand citizenship behavior. Discussion, contributions, implication, limitation, and future study are also discussed.