群眾募資是一種新的小額融資方式，企業家提出專案，其他人基於支持而做出小額贊助的行為。儘管近年來回饋型群眾募資的發展愈趨迅速，但並不是所有的計畫都能成功。在這種情況下，本研究探討兩個潛在的贊助者動機(即專案依附和商業可行性)對其行為意圖的影響(即贊助群眾募資專案的意願，以及網路傳播的意願)，以及研究信任作為中介的作用。信任被認為是個人是否成為資助者的主要阻礙，但是缺乏文獻證據。
為此，本文類比了一個群眾募資專案，並募集了379個有效樣本，研究結果顯示，本研究所提的各項假說部分獲得支持，贊助者對群眾募資專案的依附程度越高，贊助意圖愈高；贊助者對群眾募資專案的依附程度越高，傳播網路口碑(eWOM)的意圖愈高；群眾募資商業可行性越高，贊助者的贊助意圖愈高；以及個人認為群眾募資專案的可行性越高，eWOM的意圖愈高。研究結論可為業者及贊助者提供管理意涵。
Crowdfunding is a new way of microfinancing, based on small contributions to jointly support initiatives proposed by other people in their role as entrepreneurs. Alt-hough reward-based crowdfunding projects have experienced high growth in recent years, it is necessary to emphasize that not all the campaigns have success. Under these circumstances, the aim of the study was to identify the influence of two potential funders’ motivations (project attachment and business viability) on their behavioral intentions (the intention to fund a crowdfunding project, and the intention to spread electronic word-of-mouth about it). The mediating effects of “trust” were also exam-ined. Trust has been claimed as a major deterrent to an individual becoming a funder; however, the literature lacks empirical evidence.
With this aim, this paper simulates a crowdfunding project and collects 379 survey responses about it. Part of hypotheses proposed in this study are supported. Fundraisers are more willing to spread out eWOM as the viability of crowdfunding project is higher. Fundraisers are more willing to spread out eWOM as they are more dependent on the crowdfunding project. Fundraisers' behavioral intentions will become higher as the viability of crowdfunding project is higher. Fundraisers' behavioral in-tentions will become higher as they are more dependent on the crowdfunding project. Research conclusions can provide management implications for trader and fundraiser.
