它有故事，你買單嗎？ 地方創生型群眾募資與出資意圖

文化大學機構典藏 CCUR > 商學院 > 國際貿易學系所 > 博碩士論文 > Item 987654321/51369

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题名:	它有故事，你買單嗎？地方創生型群眾募資與出資意圖 There’s a story behind the place. Would you like to fund it? TheCrowdfunding Intention of Regional Revitalization
作者:	沈家琦
贡献者:	國際貿易學系
关键词:	群眾募資地方創生推敲可能性理論敘事移轉理論募資意圖 crowdfunding regional revitalization elaboration likelihood model narrative transportation funding intention
日期:	2022
上传时间:	2023-03-07 11:04:42 (UTC+8)
摘要:	近年來，為偏鄉注入活力的地方創生計畫蔚為風潮，而透過群眾力量取得資金的群眾募資成為其獲取財源的活水源頭。如何順利推動地方創生募資方案，成為重要的議題，本研究採用兩項觀點：「敘事移轉理論」及「推敲可能性模型」，從溝通與廣告的觀點，來探討影響贊助意願的前因。推敲可能性模型主張人們取得資訊的管道可分為中央路徑 (如：論證品質) 及周邊路徑 (如：來源可信度)，並據以做出決策，本研究欲將之運用在地方創生募資專案，思考贊助者的決策因素，彌補相關研究缺口。本研究引用敘事移轉理論作為調節變數，所謂敘事移轉是形容人們在吸收資訊時，融入故事情節，發揮同理心，將自己化身故事中的角色。本研究依此建構模型，納入論證品質、來源可信度、群募專案利益、地方依附以及地方創生群募專案的出資意圖作為研究變數，並提出七項假說。本研究虛擬了一個地方創生群募專案，運用問卷調查法募集樣本，並以結構方程模型 (SEM) 分析，進行假說驗證。本研究結論顯示在地方創生募資專案中，高敘事移轉的贊助者容易因沉浸在地方創生募資專案的資訊或故事情節中而加強他們的出資意願。低敘事移轉者依循周圍的線索對專案所提及的地點產生情感上的聯繫而加強出資意圖。研究結論同時可提供地方創生及群眾募資產業重要的理論及決策參考。 In recent years, regional revitalization projects that inject vitality into remote areas become a trend and crowdfunding through the power of the funders has become an origin for them to obtain financial resources. How to smoothly promote the fundraising plan for regional revitalization has become an important issue. This study adopts two viewpoints: "narrative transportation theory " and "elaboration likelihood model". From the perspective of communication and advertising, explore the antecedents that affect the willingness to sponsor. The elaboration likelihood model argues that people’s channels for obtaining information can be divided into the central path (e.g., argument quality) and the peripheral path (e.g., source credibility) and make decisions based on it. This study aims to apply it to regional revitalization crowdfunding projects, considers the decision factors of the funders and make up the gaps in related research. This study quotes narrative transportation as a moderator. Narrative transportation is to describe when people absorb information, integrate into the storyline, exert empathy, and incarnate themselves as characters in the story. This study constructs the model with argument quality, source credibility, benefit of crowdfunding project, place attachment, and the funding Intention of regional revitalization, then proposes seven hypotheses. Additionally, this study simulates a regional revitalization crowdfunding project and uses an online questionnaire to collect 200 survey responses about it. Then analyzed by structural equation modeling (SEM) and perform hypothesis verification. Result conclusions show that the sponsors with high narrative transportation tend to strengthen their willingness to invest because they are immersed in the information or storyline of regional revitalization crowdfunding projects. The sponsors with low narrative transportation follow the surrounding cues to create emotional connections to the locations mentioned in the project to reinforce funding intentions. Result conclusions can also offer significant theoretical and decision reference in regional revitalization and crowdfunding.
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