於群眾募資平台之產品設計、結果預期、品牌態度及購買意圖之研究

隨著網路科技之應用發展，群眾募資（Crowdfunding）於過去幾年堪稱一股潮流，致使企業募資有嶄新的詮釋與另種募資選擇。本研究以群眾募資產品案件作為研究情境題材，審視於群眾募資平台之產品設計（美學、功能及象徵主義）與結果預期（實用結果預期及享樂結果預期）對品牌態度之影響，進而對產品購買意圖之影響。本研究為網路問卷且採便利抽樣蒐集資料，最後，總共蒐集353份有效問卷以作為分析所用。接著，透過SPSS AMOS 21.0從事結構方程模式分析及假說檢定。研究結果發現美學、實用及享樂結果預期對品牌態度具有顯著與正向影響，進而顯著與正向影響產品購買意圖，而功能及象徵主義對品牌態度則無顯著與正向影響。此外，本研究亦證實品牌態度於象徵主義、實用結果預期及購買意圖之間具有完全中介效果，於美學、功能與享樂結果預期及購買意圖之間具有部分中介效果。最後，依據這些研究發現，管理意涵、研究限制及未來研究方向亦被呈現於本論文中。

關鍵字

群眾募資；產品設計；結果預期；品牌態度；購買意圖

並列摘要

With the development of Internet technology, crowdfunding has become a trend in the past few years. Crowdfunding intrigues new interpretations and alternative fundraising options for corporate fundraising. This study uses crowdfunding projects as the materials for examining the impacts of design of crowdfunded product (aesthetics, functionality, and symbolism) and outcome expectations (utilitarian and hedonic outcome expectation) on brand attitude, and in turn, affects product purchase intention. This study conducts an online questionnaire survey and 353 valid questionnaires are collected by using convenient sampling. Next, this study uses SPSS AMOS 21.0 to conduct structural equation model analysis and hypotheses testing. The results of this study discover that aesthetics, utilitarian and hedonic outcome expectation have a significant and positive impact on brand attitude, and in turn, affects product purchase intention; whereas both functionality and symbolism have no significant and positive impact on brand attitude. In addition, this study also confirms that brand attitude fully mediates the links between symbolism and utilitarian outcome expectation and purchase intention, whereas brand attitude partially mediates the links between aesthetics, functionality, and hedonic outcome expectation and purchase intention. Finally, based on these findings, this study proposes managerial implications, research limitations, and directions for future research.