知覺價值、知覺風險影響群眾募資購買意願之研究-以涉入程度為干擾變數

The Effect of Perceived Value and Perceived Risk on Crowdfunding Purchase Intentions: The Moderating Role of Involvement

何志綱(Chih-Kang)

指導教授 ： 陳水蓮

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00006

摘要

現在群眾募資已經成為新的產品、演唱會、電影拍攝、甚至是選舉候選人資金募集及測試市場反應的必要選擇。有鑑於之前的學者並未針對知覺價值及風險的構面來探討其對群眾募資的影響,因此,本論文針對享樂價值、功能價值及功能風險、心理風險、隱私風險、社會風險、時間風險及財務風險構面與品牌態度及購買意願進行研究。依據以上背景,整理過去文獻並發展研究模型,以台灣的FB及LINE社團成員為主進行問卷調查,共計收回502份問卷,經AMOS分析後其結果如下：一、享樂價值對於群眾募資品牌態度有正向顯著影響；二、心理風險及隱私風險對於群眾募資品牌態度有負向顯著影響；三、群眾募資品牌態度對於購買意願有顯著正向影響。

關鍵字

群眾募資 ； 知覺價值 ； 知覺風險 ； 品牌態度 ； 購買意願

並列摘要

Now, Crowdfunding has become a vary important choice for new products, concerts, film shooting, and even for election candidates to raise funds and test market reaction. Therefore, this paper aims at exploring whether hedonic and utilitarian value ,functional risk, psychological risk, privacy risk, social risk, time risk and financial risk will affect people's Crowdfunding attitude and purchase intention. and Involvement as moderator. Based on the above background, we collect the past literature and develop our own research models. There are 502 questionnaires that collected in Taiwan area and those results that analysis by AMOS are as below: 1. Hedonic value has a significant and positive impact on brand attitude; 2. This is a significant negative impact on brand attitude by psychological risk and privacy risk ; 3. Purchase intention has a significant positive impact by brand attitude

並列關鍵字

Crowdfunding ； perceived value ； perceived risk ； brand attitude ； purchase intention

參考文獻

文獻

中文

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