群眾對募資新聞的使用與捐款行為之研究

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题名:	群眾對募資新聞的使用與捐款行為之研究 A study on the Crowd's Usage and Donation Behaviors of Crowdfunding News
作者:	鄭涵尹
贡献者:	新聞學系
关键词:	群募新聞捐款行為群眾募資商業模式
日期:	2017
上传时间:	2017-03-28 10:42:00 (UTC+8)
摘要:	近年來群眾募資蔚為風潮，有人集資做公益、有人集資支持新創設計師、有人集資買下紐約時報廣告頁面支持學運，也有人集資支持好媒體、好報導。群募新聞」（crowdfunded journalism），就是依靠公開群眾募資運動來展開報導項目或成立新聞機構，是近幾年來冒起的新趨勢。本研究欲從新聞群眾募資平台使用者的捐款行為及意願作探討，因為群募新聞最大的意義，在於新聞媒體無需依靠大財團、廣告商或一兩名投資者來生存，因此享有更大的編輯主權，不受背後金主的影響，在報導時也無需顧忌得罪廣告商。相反的，群募新聞若要繼續獲得支持與維持公信力，就必須向數千或數萬名出錢的公眾負責。本研究根據群募新聞平台的概念、群募新聞平台的使用行為，再進一步分析其捐款行為及捐款意願，並發展出問卷架構。但為了避免網路問卷無法真正理解到使用者的態度，因此另輔以深度訪談法作為研究分析的補充。問卷共分為「群募新聞平台使用行為」、「群募新聞平台使用行為的滿意度」、「在群募新聞平台的捐款行為」與「在群募新聞平台的捐款滿意度」四個部分。研究進行期間為105年12月4日至105年12月20日，針對群募新聞平台的使用者共發出146份網路問卷，回收有效問卷139份。研究結果發現，群眾認為群募新聞平台的內容以深度報導或調查性報導的方式呈現，是可以讓閱聽眾更深入了解某件事情的前因後果，這樣也能增加他們的捐款意願。如果要推廣群募新聞平台的概念，應好好利用社群媒體的功能及其分享、轉貼機制，讓更多人知道這個新的媒體報導方式。因為現在群募新聞平台出現的問題，顯示大部分的提案者也同樣是捐款者，大家只是秉持同一理念，互相幫助，但缺乏推廣至其他族群身上，使得實際捐款狀況不如預期。 In recent years, “crowdfunding” has become a style, some people raise funds for public welfare, some for supporting innovative designers, and others raise funds to buy advertisement page of New York Times to support student movement and some people raise funds to support good mass media and good reports. Basically speaking, “Crowdfunded Journalism” is depended on public crowdfunding movement to expand related reporting items or establishing news agencies, which is an emerging trend in recent years. This study intended to inspect the donation behavior and willingness for users of crowdfunded journalism platform, since the biggest meaning of crowdfunded journalism is that there’s no need of news media to be survived by relying on big businesses, advertisers or one or two investors, thus they could have maximum editing supremacy for their own without affecting by financiers; in addition, they don’t have any misgiving to offend advertisers when making news reports. On the contrary, if crowdfunded journalism continuously obtains supports and maintains its credibility, then it needs to be responsible to those hundreds or thousands of the public who gave their money. This study made further analysis on the donation behavior and willingness in accordance with the concept and using behavior of “crowdfunded journalism”, as well as developed the questionnaire framework. However, in order to avoid that the on-line questionnaire is unable to respond with the actual users’ attitude; therefore, this study also adopted the in-depth interview as the supplement of research analysis. Questionnaire has been divided into 4 sections: 「Using Behavior of Crowdfunded Journalism Platform」, 「Satisfaction Level of Crowdfunded Journalism Platform Using Behavior」, 「Donation Behavior of Crowdfunded Journalism Platform」 and 「Donation Satisfaction Level of Crowdfunded Journalism Platform」. The research period was from December 4 to December 20, 2016, 146 on-line questionnaires were sent to users of crowdfunded Journalism platform and 139 valid questionnaires were returned. Research discovered that the public thought the Crowdfunded Journalism Platform contents which presented by in-depth reports or investigative reports can make the audience to be more understood the cause and effect of certain matter, thus it might increase their donation willingness. If it likes to promote the concept of the Crowdfunded Journalism Platform, then social media function and related share and re-posted mechanisms should be used intentionally to make more people know about this new media reporting method. Due to the current issue happened in Crowdfunded Journalism Platform that showed most proposers were donators, thus they were held a same idea and helped each other, but the lack of the promotion to other groups in the society caused the actual donation situation that not as good as expected.
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