- 學位論文
群眾募資專案成功因素、創業故事與出資意願之探討
Study on Success Factors of Crowdfunding, Entrepreneurial Stories and Backers’ Motivation
若您是本文的作者，可授權文章由華藝線上圖書館中協助推廣。
摘要
隨著網路環境與電子商務發展成熟，群眾募資已逐漸成為新創業者籌措資金的重要管道，為使專案順利達到集資目標，群募平台的管理者以及提案者必須了解贊助者的需求。許多研究開始探討募資成敗以及出資意願的原因，其中Allison et al.以認知評價理論為基礎，探討創業故事所隱含內、外在激勵因素對於投資意願的影響，內在激勵包含助人、正向理念與利他行為，外在激勵則包含獲利、商機等實質報酬。本研究利用上述文獻作為架構，以實地實驗法探討創業故事與出資意願之關係，並以內容分析法分析國內兩大平台-flyingV、嘖嘖zeczec所上架、集資成功之91件募資專案的類型、特性，以增加研究之可靠度和實用價值。 本研究依據真實案例撰寫3則創業故事，並在故事中操縱內、外在激勵提示，透過網路問卷發放模擬群眾募資之網路環境，探討創業故事對於贊助意願的影響。問卷研究結果顯示創業故事所隱含的內在激勵提示能引發贊助者助人的動機，外在激勵能引發贊助者獲利的動機，兩者皆能引發贊助者的出資意願。本研究也分析國內91件成功專案，發現分析結果與問卷結果一致，顯示創業故事之內、外在激勵確實與贊助者之出資意願有關。最後，本研究希望研究發現能作為群眾募資業者與提案者作為專案設計、平台優化參考之用，協助資金需求者在籌資過程能更加順利。
並列摘要
Crowdfunding has emerged as an innovative way for new ventures to raising funds. For the purpose of reaching funding goal, founders have to tapping the right crowd and fulfill backers’ need. Previous studies suggest that success factors in crowdfunding are related to intrinsic and extrinsic cues embedded within funding projects. With field experiment and content analysis, this paper aims to assess how backers respond to intrinsic cues, such as “helping people”, as well as extrinsic cues, such as “making profit”. The results indicate that backers respond both positively to narratives signaling the project as an opportunity to help others and as an opportunity to make profit. This paper aims to provide crowdfunding platform and the future researchers with insights into design of funding projects.
參考文獻
黃芷琪（2015）。以信任觀點探討群眾募資網站上贊助者出資意圖（未出版之博士論文）。國立中山大學，高雄市。
Allison, T. H., Davis, B. C., Short, J. C., & Webb, J. W. (2015). Crowdfunding in a prosocial microlending environment: Examining the role of intrinsic versus extrinsic cues. Entrepreneurship Theory and Practice, 39(1), 53-73.
Bruton, G., Khavul, S., Siegel, D., & Wright, M. (2015). New Financial Alternatives in Seeding Entrepreneurship: Microfinance, Crowdfunding, and Peer‐to‐Peer Innovations. Entrepreneurship Theory and Practice, 39(1), 9-26.
Bruton, G. D., Ireland, R. D., & Ketchen, D. J. (2012). Toward a research agenda on the informal economy. The Academy of Management Perspectives, 26(3), 1-11.
Belleflamme, P., Lambert, T., & Schwienbacher, A. (2013). Individual crowdfunding practices. Venture Capital, 15(4), 313-333.