回饋型群眾募資之幻影效應與投資抉擇：以寵物用品募資計畫為例

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/48507

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48507

Title:	回饋型群眾募資之幻影效應與投資抉擇：以寵物用品募資計畫為例 Phantom Effect and Funding Choice of Reward-Based Crowdfunding: The Case of Pet Supplies Fundraising Plan
Authors:	王樂
Contributors:	國際貿易學系
Keywords:	回饋型群眾募資幻影效應已售罄的早鳥優惠社會保證 Reward-Based Crowdfunding Phantom Effect Sold-Out Early Bird Social Proof
Date:	2020
Issue Date:	2020-09-02 10:30:54 (UTC+8)
Abstract:	群眾募資在過去幾年形成一股潮流，眾多群眾募資平台在台灣開展起來。本研究主要探討在面對一個存在不確定性的未來投資計畫時，支持者被哪些理由與動機所驅動，願意從口袋中掏出錢來，成為最原始的首批資金挹注者。本研究以網路問卷方式獲得數量化的資訊，再以結構方程模型(SEM)進行分析，共計395位填答者參與此次研究。本研究藉由真實募資情境，並設計不同的優惠選項，探討支持者對群眾募資專案的出資意願。研究結果顯示，產品涉入以及產品受歡迎程度是影響出資意願之最主要因素。藉由本研究，我們可以給新創事業的廠商及募資平台一些意見。對於廠商而言，應該把產品的品質放到首位，再去滿足消費者內心的期望值，給產品塑造正確的價值感，以此培養消費者的忠誠度，才能走得更加長遠；對於平台而言，需要思考如何制定好的行銷策略，募資前期推廣、募資上線後的持續追蹤，以及募資結束後的宣傳都有利於幫助募資計畫成功達標，甚至吸引支持者持續支持往後再發起的募資計畫。 Crowdfunding has become an important fundraising tool. In the current four types of crowdfunding, reward-based crowdfunding is especially important. The main purpose of this study is to discuss the reasons why backers are motivated when facing an uncertain future investment plan, and willing to become the most primitive fundraising participant. As for the situation of fundraising, in view of the prevalence of the pet economy, this study chose pet products. In this study, quantitative information was obtained through an online questionnaire, and then analyzed by structural equation modeling (SEM). A total of 395 respondents participated in the study. The results of the study show that product involvement and product popularity are the most important factors that affect the willingness to invest. Through this study, we can give some advice to new venture manufacturers and fundraising platforms. For the manufacturer, the quality of the product should be the priority, and must also meet the needs of users; for the platform, a good marketing strategy is important, it includes early fundraising promotion, continuous tracking, and publicity after fundraising.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	183	View/Open

View Licence

Loading...