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影响群众募资网站上赞助者出资意图之因素

【中文摘要】:过去新创公司或是有想法的创业家,只能从创投公司、投资天使人、银行贷款等方面取得创业资金,但现在创业家可以受透过群众募资平台取得创业资金。群众募资平台提供有梦想却缺乏资金的创业者一个募资管道,将自己的设计概念、企划提案放置平台,使网路上的群众能够看到他的想法,并依个人喜好支持这些专案,并在专案募资成

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功后获得回馈。虽然在台湾群众募资的概念对台湾人来说仍是个新颖的议题,但随着社群网路的发展及新闻媒体的宣传

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,群众募资也越来越广为人知。
本研究藉由不同类型及内容的专案情境,探讨网路使用者对群众募资专案出资的动机及专案特性对出资态度及出资意图所产生的影响。结果发现:(1) 群众募资平台上的为专案出资的意图多是出于帮助他人且不求回报的内在动机。(2) 赞助者在决定是否对专案出资时,会注意专案品质、专案适配性及专案的目标募资金额。(3) 专案属性对出资态度的影响大于赞助者的动机。 (4)赞助者在面对不同类型或不同程度目标募资金额之专案时,动机及专案属性影响出资态度的程度也会有所不同。
【英文摘要】:Traditionally, start-up companies and entrepreneurs who have ideas to start business receive investments from venture capital, business angels or bank loan. Now, Entrepreneurs can show their business plans on Crowdfunding websites to attract investors. Once the requeste

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d funding amount is reached, the project will be implemented and the investors will get the reward promised by the entrepreneur. This kind of platform has been increasingly popular, but the risk is usually high for the investors. Not much research has investigated what factors may affect investors intention to support projects on crowdfunding websites.
In this paper, we investigate several factors that may affect funder’s intention to support Crowdfunding projects, including individual motivation and the nature of the project. The results show that: (1) Intrinsic motivation is the major motivation for people to support these projects; (2) Project quality, fit of their interests and the fundraising goal are factors that affect crowd funder’s funding intention; (3) The nature of the project is more influential than personal motivation on attitude toward funding a project; (4) Funding attitude and intention are moderated by different types and different funding levels of the project.
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  • 来源:中山大学;作者:刘盈珮
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