新冠疫情對回饋型群眾募資之影響-以嘖嘖ZecZec為例

2020年新冠疫情驟起，至今仍持續影響人們的生活習慣與行為模式。因防疫的需要，限制了民眾部份行動自由，促使電子商務、無接觸線上商機需求增加，群眾募資也快速發展。本研究以回饋型群眾募資平台嘖嘖ZecZec為研究對象，以資料科學的研究方法，透過程式擷取嘖嘖ZecZec網站上的可視性資料，進行資料處理、統計與分析，分別比較嘖嘖ZecZec網站上整體的、不同主題的、服務類及服務類的募資提案在新冠疫情前後的差異。本研究的有效樣本數共6195筆募資個案，研究結果顯示，新冠疫情期間回饋型群眾募資的總提案數、總募資金額、總贊助人數、總達成率及成功率，均高於新冠疫情前；不同主題群眾募資提案在新冠疫情前後分別出現不同情況；新冠疫情期間產品類群眾募資的總提案數、總募資金額、總贊助人數、總達成率均高於新冠疫情前，但新冠疫情期間產品類群眾募資提案的成功率高於疫情前，疫情期間服務類群眾募資提案的成功率則微幅低於疫情前。

關鍵字

新冠疫情；群眾募資；嘖嘖ZecZec

並列摘要

People's lifestyles and behaviors continue to be affected by the COVID-19 pandemic, which emerged in 2020. Due to the need for disease prevention, freedoms of movement for the public have been restricted, leading to an increased demand for e-commerce and contactless online business opportunities, as well as rapid development in crowdfunding. This study focuses on the feedback-based crowdfunding platform ZecZec and employs data science research methods. It involves extracting visible data from the ZecZec website using programming, followed by data processing, statistics, and analysis. The study aims to compare the differences in overall crowdfunding campaigns, campaigns in different categories, and campaigns in product and service categories on ZecZec before and during the COVID-19 pandemic. A total of 6195 valid crowdfunding cases are included in the study. The results indicate that during the COVID-19 pandemic, the total number of crowdfunding campaigns, total amount of funds raised, total number of backers, overall success rate, and achievement rate were all higher compared to before the pandemic. Crowdfunding proposals on different topics have shown varying situations before and after the COVID-19 pandemic. During the pandemic, crowdfunding campaigns in the product category had higher numbers of campaigns, total funds raised, number of backers, and achievement rate compared to before the pandemic. The success rate of crowdfunding campaigns in the product category during the COVID-19 pandemic was higher than before, while the success rate of crowdfunding campaigns in the service category during the pandemic was slightly lower than before.