探討回報式群眾募資平台之再贊助意圖 ─以ZecZec群眾募資平台為例

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黃炫彰(Hsuan-Chang Huang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討回報式群眾募資平台之再贊助意圖 ─以ZecZec群眾募資平台為例

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摘要(中)

群眾募資顛覆傳統個人或新創企業尋求外部資金挹注的方式，讓有創意的想法透過眾人的力量得以實現。近年來群眾募資在全世界迅速蔓延，且蓬勃發展。台灣在2011年底出現第一個群眾募資平台，接著其他平台就如雨後春筍般出現，因此為了更了解群眾募資市場在台灣的發展，本研究欲探討台灣群眾募資贊助者對於專案和平台的滿意度以及再次贊助的意圖，並以台灣知名的嘖嘖平台為研究情境。
本研究應用先前學者所建立之模型，以及研讀過去相關文獻，建構出影響贊助者滿意度的前因，進而影響再次贊助嘖嘖平台上專案的意圖，搭配調節變數使研究模型更臻完善。模型中包含時間風險、績效風險、知覺價值、滿意度、再次贊助意圖以及3個調節變數等變數。本研究採取線上問卷方式進行調查，於批踢踢實業坊及Facebook社交平台共回收318份樣本。
資料分析的結果顯示，贊助者對於最近一次贊助嘖嘖平台的專案受到時間風險和績效風險時，對於滿意度有負向影響；績效風險對知覺價值有負向影響；知覺價值對滿意度有正向影響；滿意度對再次贊助意圖有正向影響；調節變數則發現專案社會責任性有調節績效風險對滿意度之影響。另外發現相較於時間風險，績效風險對於贊助者來說影響滿意度的程度更大。
最後提出本研究提出學術面上的管理意涵以及實務上的建議，幫助平台以及專案提案者更了解影響群眾募資贊助者滿意度的前因。以及本研究之研究限制以及未來研究方向讓之後的研究人員可以做為參考。

摘要(英)

Crowdfunding disrupt the traditional way of seeking external funds by individuals or start-ups, allowing creative ideas to be realized through the strength of the masses. In recent years, crowdfunding rapidly spread throughout the world and flourish. Taiwan’s first crowdfunding platform emerged at the end of 2011, followed by other platforms that have been sprung up like mushrooms. Therefore, in order to better understand the development of the crowdfunding market in Taiwan, this study is conducted under the scenario of famous crowdfunding platform, ZecZec, and try to understand sponsors’ overall satisfaction and re-sponsoring intentions.
This research model is based on Zheng et al. (2017) research framework. After study and organize relevant research literature in the past, constructs a research model of antecedents of overall satisfaction and sponsors’ re-sponsoring intentions. Research variables included “time risk”, “performance risk”, “perceived value”, “overall satisfaction”, “re-sponsoring intentions” and three moderators. The data is collected from 318 respondents through Facebook and PTT.
Data analysis results show that time risk and performance risk have negative effect on overall satisfaction. Overall satisfaction has positive effect on re-sponsoring intentions. Some moderators have positive effect on main effect. In addition, it is found that performance risk has higher negative effect on overall satisfaction than time risk.
In conclusion, this study will give some implications for research and practice to help platform and entrepreneurs understand antecedents of overall satisfaction. Limitations and future research of this study can be a reference by other researchers.

關鍵字(中)

★ 回報式群眾募資
★ 嘖嘖
★ 滿意度
★ 再次贊助意圖

關鍵字(英)

★ Reward-based crowdfunding
★ ZecZec
★ satisfaction
★ re-sponsoring intentions

論文目次

中文摘要 i
Abstract ii
致謝辭 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 4
第二章文獻探討 5
2-1 群眾募資 (Crowdfunding) 5
2-2 回報式群眾募資專案 7
2-3 知覺風險 (Perceived risk) 9
2-4 期望失驗理論 (Expectation-Disconfirmation Theory) 11
2-5 知覺價值 (Perceived value) 13
第三章研究方法 15
3-1 研究架構 15
3-2 研究假說 17
3-3 變數定義與衡量 20
3-4 研究設計 21
第四章資料分析與結果 27
4-1 前測分析 27
4-2 樣本結構分析 30
4-3 信效度分析 37
4-4 結構方程模型分析與假說檢定 43
第五章結論與建議 47
5-1 研究結論 47
5-2 研究建議 52
5-3 研究限制 54
5-4 未來研究方向 55
參考文獻 56
附錄一：前測問卷 62
附錄二：正式問卷 70

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指導教授

李小梅(Shau-Mei Li)

審核日期

2018-7-10

推文