社會公益群眾募資平台專案之 成功因素與文字採礦分析

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呂驊文(Hua-Wen Lu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

社會公益群眾募資平台專案之成功因素與文字採礦分析
(The Successful Factors and Text Mining of Charitable Crowdfunding Projects)

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摘要(中)

近年來，公益型群眾募資逐漸受到關注，公益團體擺脫過去「盲捐」方式，利用網路以及群眾募資平台大幅提高公益活動之曝光度，成為現今公益團體最主要的募資管道之一。本研究收集了公益群眾募資平台2015年9月至2020年3月之募資專案計畫，採用羅吉斯迴歸、文字採礦以及情緒分析，探討公益型專案募資之成功因素與文字採礦分析。本研究之變數聚焦於「專案內容」、「募資金額」、「回饋方案」與「專案更新與用戶參與」之面向。透過羅吉斯迴歸分析發現，「專案內容」與「專案更新與用戶參與」對於專案募資是否成功有顯著之正向影響。本研究進一步利用主題分析與情緒分析，將研究資料分為數個主題，探究何種公益議題較受到社會大眾之關注，並觀察各主題下專案計畫之情緒波動。研究結果發現，可將研究資料分為「老年議題」、「動物保育」、「環境保護」、「兒童教育」、「弱勢關懷」五個主題，其中「動物保育」以及「兒童教育」為最多人關注之社會公益議題。在情緒分析結果可發現，「環境保護」與「兒童教育」產生較多正向情緒波動，「動物保育」產生較多負向情緒。

摘要(英)

In recent years, charitable crowdfunding has gradually drawn attention. Nonprofit organization uses to apply the traditional method of donation in the past, and start using internet and crowdfunding platforms to highly increase the exposure of charitable ac-tivities, becoming one of the most important fundarising channels today. The research sample includes projects from charitable crowdfunding platform, for the period of Sep-tember 2015 to March 2020. This study focuses on four possible determinants: 1. pro-ject content, 2. fundraising, 3. reward, 4. user participation and project update. By using Logistic regression method, this study finds that project content, user participation and project update positively affect the funding results. This study further uses topic analy-sis and sentiment analysis to divide the research data into several themes, to find which charitable issues are more concerned by the public. To observe the emotion of projects under each theme, the results of the study finds that the research sample can be divided into five themes, which are “senior issues”, “animal conservation”, “environment pro-tection”, “child education” and “vulnerable care”. “Animal conservation” and “child education” are popular issues. From the results of sentiment analysis, the study can be found that “environmental protection” and “child education” produce more positive emotions, and "animal conservation" produce more negative emotions.

關鍵字(中)

★ 社會公益
★ 群眾募資
★ 文字採礦
★ 情緒分析
★ 主題分析

關鍵字(英)

★ charitable crowdfunding
★ text mining
★ topic analysis
★ sentiment analysis

論文目次

中文摘要...........................................................i
ABSTRACT..........................................................ii
第一章緒論.........................................................1
1-1 研究背景與動機...................................................1
1-2 研究目的 .......................................................3
第二章文獻探討......................................................5
2-1 社會公益群眾募資市場 .............................................5
2-2 募資專案計畫之成功因素............................................7
2-3 文字採礦與情緒分析...............................................10
第三章研究方法......................................................13
3-1 資料蒐集與變數說明................................................13
3-1-1 資料蒐集.......................................................13
3-1-2 變數說明.......................................................17
3-2 羅吉斯迴歸模型分析................................................19
3-3 主題分析 ........................................................21
3-4 情緒分析 ........................................................24
第四章研究結果與討論.................................................28
4-1 專案分析 ........................................................28
4-2 羅吉斯迴歸模型分析................................................31
4-3 主題分析 ........................................................34
4-4 情緒分析 ........................................................50
第五章結論..........................................................52
5-1 研究結論 ........................................................52
5-2 研究限制及未來研究方向............................................53
參考資料.............................................................55

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指導教授

沈建文(Chien-wen Shen)

審核日期

2020-7-21

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