我的，還是我們的？獎勵性群眾募資下個人與集體心理所有權對參與行為的影響

群眾募資是一種新興的融資方式，能夠幫助早期創業者實現創意與想法。在獎勵型群眾募資中，支持者投資資金並獲取回報(產品)，創作者集眾人之力實現自己的專案與理想，贊助者背後的動機可以被認為是一種購買商品的個人意識，也可以看作是眾人集資的集體意識。故此，本研究結合心理所有權理論與獎勵型群眾募資，探討個人心理所有權(IPO)與集體心理所有權(CPO)對參與行為的影響，分別設計兩組實驗。實驗一為2(高IPO/低IPO)x2 (高CPO/低CPO)的多因子設計，並探討贊助者的自我效能與利他特質如何在其中起到調節作用；實驗二加入產品類型作為自變數，為2(高IPO/低IPO)x2 (高CPO/低CPO)x2(有形產品/無形產品)的多因子設計，探討不同產品間是否有不同的影響。研究結果顯示，高度的個人及集體心理所有權能帶來較高程度的參與意向、贊助意願與口碑傳播；自我效能高者，在個人心理所有權高的情況下，會有較高的贊助意願；當個人及集體心理所有權皆為低度時，高利他特質的人會更願意進行口碑傳播；有形產品與無形產品並不會在IPO、CPO與參與行為間造成交互效果。研究結論豐富了獎勵型群眾募資參與行為相關研究。首先，心理所有權理論引入到群眾募資研究，不僅加深了對支持者參與群眾募資行為的理解，也拓展了心理所有權的應用範圍。其次，揭示了心理所有權對群眾募資參與行為的作用機制。最後，有助於募資平台和專案創作者深入瞭解支持者的參與行為，從而採取相應措施吸引支持者參與募資專案，提高募資績效。

關鍵字

群眾募資；獎勵型群眾募資；個人心理所有權；集體心理所有權；參與行為

並列摘要

Crowdfunding is a new financing channel for small and medium-sized enterprises and individual entrepreneurs to raise funds for innovation projects online. In reward-based crowdfunding, project sponsors invest money and receive rewards as a return. Creators gather all people's efforts to realize their own projects and ideals. The motivation behind sponsors can be regarded as a personal consciousness of purchasing goods, and also as a collective consciousness of crowdfunding. Therefore, this study combines the theory of psychological ownership and reward-based crowdfunding to explore the influence of individual psychological ownership (IPO) and collective psychological ownership (CPO) on participation behavior, and designs two experiments. The first experiment conducted in this study was a 2 (high IPO/ low IPO)x2 (high CPO/ low CPO)experiment, and discusses how the sponsor's self-efficacy and altruistic personality cause moderation effect. The second experiment was a 2 (high IPO/ low IPO)x2 (high CPO/ low CPO)x2 (tangible product/intangible product) experiment to test the influence on the participant behavior in different product type. The results show that a high degree of individual and collective psychological ownership can cause a higher degree of participation intention, sponsorship intention and word-of-mouth; Those with high self-efficacy will have a higher willingness to sponsor when their psychological ownership is high. When both individual and collective psychological ownership are low, high altruistic personality people will be more willing to word of mouth; Tangible products and intangible products will not cause interaction effect among IPO, CPO and participating behaviors. The conclusion has enriched the theory of reward-based crowdfunding participant behavior. By introducing psychological ownership theory into crowdfunding research, the study not only deepens the understanding of sponsors' participation in crowdfunding behavior, but also expands the application scope of psychological ownership theory. Secondly, the study reveals the mechanism of psychological ownership on the willingness to participate in crowdfunding. For crowdfunding platforms and crowdfunding project fundraisers, by learning more about the influential factors of sponsors' participation behavior, they can take corresponding measures to attract sponsors to participate in crowdfunding projects and finally get their crowdfunding financing performance improved.

並列關鍵字

crowdfunding ； reward-based crowdfunding ； individual psychological ownership ； collective psychological ownership ； participation behavior

參考文獻

Agarwal, S. and S. N. Ramaswami (1993). "Marketing controls and employee responses: the moderating role of task characteristics." Journal of the Academy of Marketing Science 21(4): 293.

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Allison, T. H., et al. (2017). "Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance." Journal of Business Venturing 32(6): 707-725.