数字藏品的规范困境:成因、动机与风险研究  

Normative dilemma of digital collections:Causes,motivations and risks

作　　者：唐小飞[1] 田丹 龚永志 张恩忠[2] Tang Xiaofei;Tian Dan;Gong Yongzhi;Chang En-Chung(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,Sichuan,China;Business School,Renmin University of China,Beijing 100089,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]中国人民大学商学院,北京100089

出　　处：《科研管理》2023年第7期173-182,共10页Science Research Management

基　　金：国家自然科学基金项目:“共享经济平台、制度营销与价值创造行为关系的内在机理研究”(72062031,2021.01—2024.12);国家社会科学基金西部项目:“社会关系结构和人机信任模式重构及治理研究”(22XGL017,2022.06—2025.05);西南财经大学2023年中央高校基本科研业务费项目(JBK2304042,2023.04—2025.03)。

摘　　要：基于区块链技术的数字藏品,因具有投资和收藏价值而受到社会各界关注。然而,“尝新”的社会俗成和“模糊”的政策规范形成了社会公众的政策风险感知困境。本研究从风险的社会放大理论和自我决定理论视角揭示了社会公众政策风险感知困境的形成原因。理论和调查研究表明:第一,“尝新”的社会俗成降低了公众的政策风险感知,而“模糊”的政策规范增强了公众的政策风险感知;第二,公众不同政策风险感知困境的形成,源于“尝新”的社会俗成和“模糊”的政策规范对公众参与数字藏品投资的自主性动机的影响。即,公众参与数字藏品投资的自主性动机在“尝新”的社会俗成(“模糊”的政策规范)和政策风险感知之间起中介作用;第三,公众对创新产品体验的主观理解在“尝新”的社会俗成(“模糊”的政策规范)和参与数字藏品投资的自主性动机之间起调节作用。Digital collections(DCs)are non-fungible tokens(NFT)in China,which are digitally distributed,purchased,collected and used by using blockchain technology to generate unique digital credentials for specific artworks on the basis of protecting their digital copyrights.DCs have quietly emerged in China since 2021,when well-known Internet companies such as Ant Group,Tencent entered the DC industry in a"flurry",which has led to unprecedented development of DCs.However,the lack of regulatory polices has led to frequent chaos and disputes in the DCs market.People′s Daily advocates strengthening the regulation of digital collections with topics such as"In the digital era,we should make good use of the positive value of DCs"and"Resist disorderly speculation and hold the line of behavior to prevent the risk of financialization of DCs".The growing DCs market has gradually become a new field of digital governance and a new object of academic research.This study attempts to explore the policy risk perceptions of Chinese investors in DCs at a special stage when the regulatory system is inadequate from a psychological perspective.Previous studies have shown that social conventions and policy norms are important predictors of the public′s willingness to invest in innovative products(or services).So,how should the public make decisions on investing DCs when they are faced with the dual contradictory situations of"tasting new"social conventions and"ambiguous"policy norms?Facing the special and complex environment of DCs,we explored the motivation and policy risk perception of public participation in DCs investment from the perspectives of"tasting new"social conventions and"ambiguous"policy norms.We conducted a two-week data collection,and finally collected 706 questionnaires to test the relevant hypotheses.As a result,we obtained the following research findings:(1)The"tasting new"social convention and the"ambiguous"policy norm have opposite effects on the policy risk perception of consumers′DCs investment.The"tasting new"soci

关 键 词：数字藏品 公众意识 政策规范 自主性动机 政策风险感知 

分 类 号：C939[经济管理—管理学]