群眾募資專案之內部信號、外部信號、色彩搭配對消費者喜好程度、信任程度、購買意願之影響

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题名:	群眾募資專案之內部信號、外部信號、色彩搭配對消費者喜好程度、信任程度、購買意願之影響
作者:	陳立堯;Chen, Li-Yao
贡献者:	企業管理學系
关键词:	群眾募資專案;顏色;社會知覺風險;消費者喜好程度;信任程度;購買意願
日期:	2022-07-25
上传时间:	2022-10-04 11:10:32 (UTC+8)
出版者:	國立中央大學
摘要:	群眾募資平台的崛起，提供了許多富有想法的新創團隊更多元的籌資管道，但影響募資成敗的因素除了專案、產品本身的內容外，尚有其他外部以及內部因素，甚至是募資平台網站的色彩搭配，都可能對消費者的喜好程度、信任程度、購買意願產生影響。本研究探討影響募資專案的外部信號，包含專案資金趨勢(上升/下降)、人均投資金額(高/低)、專案時長(20天/40天/60天);和影響專案的內部信號，包含商品原創性 (原創/非原創)、團隊成功經驗(有/無);以及商品圖色調(彩色/黑白)、募資平台顏色(暖色/冷色)，並加入社會風險(高/低)作為干擾變數。探討以上實驗設計對消費者對於募資專案產品的喜好程度、信任程度、購買意願的影響。研究結果如下: 1. 資金趨勢與人均投資金額會對消費者對於募資專案的喜好程度產生交互作用。 2. 資金趨勢與人均投資金額會對消費者對於募資專案的購買意願產生交互作用。 3. 人均投資金額與專案時長會對消費者對於募資專案的喜好程度產生交互作用。 4. 人均投資金額與專案時長會對消費者對於募資專案的信任程度產生交互作用。 5. 人均投資金額與專案時長會對消費者對於募資專案的購買意願產生交互作用。 6. 商品原創性與團隊成功經驗會對消費者對於募資專案的喜好程度產生交互作用。 7. 商品原創性與團隊成功經驗會對消費者對於募資專案的購買意願產生交互作用。 8. 商品圖色調與募資平台顏色會對消費者對於募資專案的喜好程度產生交互作用。 9. 商品圖色調與募資平台顏色會對消費者對於募資專案的購買意願產生交互作用。 10. 募資平台顏色與消費者社會知覺風險對於募資專案的購買意願產生交互作用。;The crowdfunding platforms provide different funding methods to entrepreneur. However, the factors that affect the success of the crowdfunding project, include external, internal or other reasons. Those f actors may have an impact on the consumer′s preference, trust, and purchase intention. Using the experimental method, three experiments are designed in this study:project funding trends (u p/ down), investment amount per capita(high/ low), project duration(20 days/ 40 days/ 60 days), produ ct originality(original/ non-original), successful experience(yes/ no), product image color (colorful/ no n-colorful), platform color (warm/ cool)as independent variables; social risk as moderating variable; pr oduct preferences, trust, purchase intension of consumers as dependent variables. The results of the stu dy are as follows: 1. There is an interaction effect between project funding trends and investment amount per capita on the consumers′ preferences of product. 2. There is an interaction effect between investment amount per capita and investment amount per ca pita on the consumers′ purchase intension. 3. There is an interaction effect between investment amount per capita and project duration on the co nsumers′ preferences of product. 4. There is an interaction effect between investment amount per capita and project duration on the co nsumers′ trust of product. 5. There is an interaction effect between investment amount per capita and project duration on the co nsumers′ purchase intension. 6. There is an interaction effect between product originality and successful experience on the consum ers′ preferences of product. 7. There is an interaction effect between product originality and successful experience on the consum ers′ purchase intension. 8. There is an interaction effect between product image color and platform color on the consumers′ p references of product. 9. There is an interaction effect between product image color and platform color on the consumers′ p urchase intension. 10. There is an interaction effect between platform color and social risk on the consumers′ purchase in tension.
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