以正義理論與計畫行為理論探討音樂類眾籌資助者資助與分享意圖;Backers′ Funding and Sharing Intentions in Music Crowdfunding: Base on Justice Theory and TPB

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题名:	以正義理論與計畫行為理論探討音樂類眾籌資助者資助與分享意圖;Backers′ Funding and Sharing Intentions in Music Crowdfunding: Base on Justice Theory and TPB
作者:	陳紫瑜;Chen, Tzu-Yu
贡献者:	企業管理學系
关键词:	回報型眾籌;音樂產業;行為意圖;正義理論;計畫行為理論;粉絲文化;Reward-based crowdfunding;Music industry;Behavioral intention;Justice theory;Theory of planned behavior;Fan culture
日期:	2024-07-09
上传时间:	2024-10-09 15:34:09 (UTC+8)
出版者:	國立中央大學
摘要:	隨著音樂產業生態的轉變，音樂創作者逐漸採用眾籌平台如嘖嘖、flyingV等進行專輯發行，以減少對傳統唱片公司的依賴，並保留更多版權和收益。本研究探討音樂類眾籌活動中資助者資助和資訊分享的意圖。本研究結合正義理論與計畫行為理論來構建研究模型。透過問卷調查蒐集數據，最終獲得254份有效問卷。研究結果顯示，程序正義和互動正義顯著影響資助者對眾籌平台的信任，而募資者的聲譽、價值相似性、資助者參與度和對價格水平滿意度則顯著影響資助者對募資者的信任，且兩者信任構面皆會進一步影響資助者對眾籌活動的態度，從而促進其資助意圖和資訊分享意圖。此外，本研究強調粉絲文化在音樂類眾籌活動中的重要性，應重視粉絲文化的培育，並善用社群進行有效互動，以增強資助者的參與感和信任感，進而提升項目的成功率與資助者未來資助與資訊分享之意圖。本研究為音樂類眾籌活動提供了新的見解，豐富了電子商務和消費者行為研究的理論基礎，並對實務操作具有重要意涵。未來研究可進一步探討其他藝術類別的眾籌活動，並引入更多理論框架以擴展模型，深入理解資助者行為意圖的影響因素。;With the changing landscape of the music industry, music creators are increasingly utilizing crowdfunding platforms like Zec Zec and FlyingV for album releases to reduce reliance on traditional record companies and retain more rights and profits. This study explores the intentions of backers to provide further support and share information in music crowdfunding. The research combines justice theory and the theory of planned behavior to construct the research model. Data was collected through a questionnaire survey, yielding 254 valid responses. The results indicate that procedural justice and interactional justice significantly influence backers′ trust in crowdfunding platforms, while fundraiser’s reputation, value similarity, customer engagement, and satisfaction with price levels significantly influence backers′ trust in the fundraiser. Both dimensions of trust impact backers′ attitudes toward crowdfunding, promoting their intentions for continued support and information sharing. Additionally, this study emphasizes the importance of fan culture in music crowdfunding. It suggests focusing on cultivating fan culture and effectively using social media for interaction to enhance backers′ sense of participation and trust, thereby increasing the success rate of projects and backers′ intentions for future support and information sharing. This study provides new insights into music crowdfunding, enriching the theoretical foundation of e-commerce and consumer behavior research, and has significant practical implications. Future research could further explore crowdfunding in other art categories and introduce more theoretical frameworks to expand the model and deepen the understanding of factors influencing backers′ behavioral intentions.
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