群眾募資專案成效之影響因素－台灣flyingV群眾募資平台之實證研究

The Determinants of Successful Crowdfunding Projects: An Empirical Study of a Taiwanese Crowdfunding Platform, flyingV

朱文儀(Wenyi Chu) ； 林亭佑(Tingyu Lin)

《台灣管理學刊》 16卷2期 (2016/08) Pp. 53-73

https://doi.org/10.6295/TAMJ.2016.1602.03

摘要

群眾募資（crowdfunding）已成為當代重要的新創事業資金募集方法，然而群眾募資的學術研究尚屬起步階段，大樣本系統性研究更顯缺乏。本研究以國內最大群眾募資平台flyingV為研究對象，透過程式軟體擷取網頁資訊，以2012至2014期間成功募資的373個專案做為研究對象，聚焦於三個影響募資成效的面向：用戶參與、回饋方案，以及專案人氣。透過多元線性迴歸分析，本研究發現：一、無論以贊助者人數或追蹤者人數而言，用戶參與對於專案募資成效都有顯著正向影響；二、回饋方案金額的高低會影響募資成效，整體金額較高者有助於提升最終募得的資金總額；三、專案人氣對於募資成效有正向影響。

關鍵字

群眾募資 ； flying ； 用戶參與 ； 回饋方案 ； 專案人氣

並列摘要

This study provides empirical evidence on the factors that influence the success of crowdfunding projects. The research sample includes 373 successfully funded projects from the major Taiwanese crowdfunding platform, flyingV, for the period of 2012 ~ 2014. This study focuses on three possible determinants: 1. user participation, 2. reward, and 3. project popularity. By using multiple linear regression method, this study finds that user participation, no matter measured by the number of funders or followers, positively affects the funding results. Regarding the design of reward package, the medium of reward choices positively influence a project's funding result. Finally, the popularity of project gains partial support in the regression analysis in a positive manner.

並列關鍵字

crowdfunding ； flyingV ； user participation ； reward package ； project popularity

參考文獻

詹子嫻，2014，「一堂創業者的必修課：群眾募資」，2014 年11 月24 日，取自https://www.bnext.com.tw/article/34365/BN-ARTICLE-34365

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