群眾募資成功專案之探索分析－以台灣FlyingV平台為例

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葉棋菱(Chi-Ling Yeh) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

群眾募資成功專案之探索分析－以台灣FlyingV平台為例
(An Exploration of Successful Crowdfunding Projects - A study of a Taiwanese Platform FlyingV)

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摘要(中)

近幾年群眾募資快速興起，為一種電子商務延伸的新型態商業模式。然而，過去文獻較少針對成功募資的專案類別進行綜合性探討，故本研究目的主要探討一般回饋型群眾募資平台上，成功專案的類型及其關鍵要素，並以台灣最大的群眾募資平台FlyingV的成功專案為研究對象。本研究以FlyingV平台上2015年至2017年期間的成功專案為分析樣本，針對12類別共計756個樣本進行描述性統計分析和相關分析並進行探討。研究結果發現，音樂、影視、運動類別專案規模較大且贊助人數較多；其中音樂類別專案的成功率為所有類別中最高，藝術與休閒類別專案則較適合進行小規模的募資活動。此外，提案者在提案時須考量專案類型及關鍵影響要素進而設計專案內容，且整個專案過程須明確傳遞其價值及專案進度，才能吸引潛在贊助者投資，進而提高專案成功率。本研究最後提出學術與實務上的貢獻，可作為群眾募資相關者與後續學術研究的參考依據。

摘要(英)

Crowdfunding is growing rapidly in recent year and is a new business model of e-commerce. However, the exploration of the types of successful crowdfunding projects remains rare. The purpose of this study is to explore the key factors of different types of successful funded projects. The sample of the study was collected from the biggest Taiwanese Platform FlyingV, which is a reward-based crowdfunding platform, and totally 756 projects were collected from 12 types of successful funded projects between 2015 and 2017. The results show that in the music, video and sport types, the scale of successful projects is bigger and such projects typically have more sponsors. The success rate of music projects is the highest whereas art and leisure types are suitable for raising smaller funds. In order to attract potential investors and raise the success rate of projects, proposers have to consider the project type and key elements when designing the project contents, as well as deliver the value and progress of the project exactly in the period of execution. The study provides implication for researchers and practice.

關鍵字(中)

★ 群眾募資
★ 成功專案
★ 描述性分析
★ FlyingV

關鍵字(英)

★ Crowdfunding
★ Successful Projects
★ Descriptive Analysis
★ FlyingV

論文目次

摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章緒論 - 1 -
1.1 研究背景 - 1 -
1.2 研究動機 - 2 -
1.3 研究目的 - 3 -
1.4 論文架構 - 4 -
第二章文獻探討 - 6 -
2.1 群眾募資 - 6 -
2.1.1 群眾募資定義 - 6 -
2.1.2 群眾募資類型 - 6 -
2.2 群眾募資專案 - 8 -
2.2.1 群眾募資專案類型 - 8 -
2.2.2 群眾募資專案成功與失敗 - 11 -
2.3 群眾募資商業模式 - 11 -
2.4 過去相關文獻 - 13 -
2.5 FlyingV 群眾募資平台簡介 - 14 -
第三章研究方法 - 16 -
3.1 分析架構 - 16 -
3.2 關鍵要項定義與操作化 - 17 -
3.3 資料蒐集方法 - 19 -
3.3.1研究範圍與對象 - 19 -
3.3.2 專案樣本 - 19 -
3.4 資料分析方法 - 19 -
3.4.1 次級資料分析法 - 20 -
3.4.2 描述性統計分析 - 20 -
3.4.3 相關分析 - 20 -
第四章　資料分析與討論 - 21 -
4.1 樣本結構 - 21 -
4.2 描述性統計分析 - 24 -
4.2.1 總體專案樣本 - 24 -
4.2.2 各類型專案樣本 - 29 -
4.3 相關分析 - 38 -
4.4 小結 - 39 -
第五章　結論與建議 - 41 -
5.1 研究結論 - 41 -
二、各類型成功專案之差異 - 42 -
三、平台使用者意願與專案類型之關係 - 42 -
5.2 研究建議 - 43 -
5.2.1 學術貢獻 - 43 -
5.2.2 管理意涵 - 43 -
5.3 研究限制 - 45 -
一、平台上的限制 - 45 -
二、關鍵要項選用的限制 - 45 -
三、專案上的限制 - 45 -
5.4 未來研究方向 - 46 -
參考文獻 - 48 -
附錄 2015年至2017年FlyingV成功專案列表 - 51 -

參考文獻

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指導教授

王存國(Cun-Guo Wang)

審核日期

2018-7-31

推文