群眾募資是指個人或小企業透過網際網路或其他交流管道向大群眾募資集資金的一種集資方式，在疫情後由於網路消費的興起下，台灣募資市場在2023年達到了集資總金額突破 100 億的里程碑，而隨著由代理商或分公司引進的預購式的專案層出不窮，群眾集資也成為知名品牌的新品發表管道，募資平台甚至特別成立預購式專案專區。2023年的募資金額前20名更是超過一半以上都是預購式專案，且募資總金額占了整年募資的將近一半，再再顯示群眾募資已經成為下一個網路行銷的主要平台，預購式專案已經成為台灣募資市場的新寵兒。 本研究目的在探討預購式專案在募資過程中影響募資成功的關鍵因素， 透過專家訪談與2023前五大的專案分析來做系統動態模型的建構，找出其關鍵因素為贊助者的知覺風險、社群行銷和募資專屬優惠，並得到給提案者的建議為成功的募資專案通常具備以下特點： a. 強大的社群行銷策略：通過精準廣告投放和活躍的社交媒體活動，提升產品曝光率和品牌認知度。 b. 有效的知覺風險管理：通過詳細的產品展示、名人推薦以及退貨和保固機制，減少贊助者的知覺風險。 c. 具吸引力的回饋方案：提供有競爭力的優惠折扣和專屬回饋，吸引贊助者的參與。;Crowdfunding refers to a fundraising method where individuals or small businesses collect funds from the public through the internet or other communication channels. Following the rise of online consumption after the pandemic, Taiwan′s crowdfunding market reached a milestone in 2023 with total funds raised exceeding NT$10 billion. With the increasing number of pre-order projects introduced by agents or subsidiaries, crowdfunding has also become a launch platform for new products from well-known brands. Some crowdfunding platforms have even established dedicated pre-order project sections. In 2023, more than half of the top 20 crowdfunding projects in terms of funds raised were pre-order projects, and these accounted for nearly half of the total funds raised for the year. This indicates that crowdfunding has become a major platform for online marketing, with pre-order projects emerging as the new favorite in Taiwan′s crowdfunding market. This study aims to explore the key factors influencing the success of pre-order projects in crowdfunding. Through expert interviews and analysis of the top five projects in 2023, a system dynamics model was constructed to identify key factors such as sponsors′ perceived risks, social media marketing, and crowdfunding-specific incentives. The recommendations for project proponents for successful crowdfunding projects typically include the following characteristics: a. A strong social media marketing strategy: Utilizing precise advertising and active social media engagement to enhance product exposure and brand recognition. b. Effective perceived risk management: Reducing sponsors′ perceived risks through detailed product demonstrations, endorsements from celebrities, and refund and warranty mechanisms. c. Attractive reward schemes: Offering competitive discounts and exclusive rewards to attract sponsors′ participation.
