影響消費者使用群眾集資平台購買意願之研究

Research on the factors that affect customers’ purchase intention on Crowdfunding platform

張慈芮(Tzu-Jui Chang)

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班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00064

摘要

在台灣，群眾集資平台的商業模式已經發展成熟。近期更有愈來愈多的人造訪群眾集資平台，瀏覽上面的資訊與商品。然而，根據Crowdfunding annual report (2015)的數據統計，參與群眾集資計畫的人遠遠不及於台灣總人口的1.5%，更與參與網路購物的消費者人口數有極大的差距。因此，本篇著重於探討在群眾集資平台上，影響消費者購買意願的因素。
首先，本研究探討MOA模型(動機-機會-技能)與關係連結(財務、結構連結)對知識交流的影響。再者，探討知識交流對信任以及信任、財務連結與結構連結對購買意圖的影響。其中，財務連結對於知識交流的影響在此研究結果為不成立，可得知其之間並無直接影響關係。
此份研究的問卷填答者皆為知道群眾集資平台的使用者，一共蒐集609份有效問卷，並應用AMOS 17.0分析所有得來的數據。在研究最後，也提供了理論及管理方面的建議，希望能成為學術界以及業界間的研究橋梁。

關鍵字

群眾集資 ； 募資 ； 動機-機會-技能 ； 知識交換 ； 購買意圖

並列摘要

Crowdfunding platform in Taiwan have been developed into a mature model recently. More and more people will visit the platform; however, there is still a big gap when it compares to the people who do online shopping. According to Crowdfunding annual report (2015), only less than 1.5% of population have taken part into crowdfunding project. Thus, this study discusses the factor of customer’s purchase intention on Crowdfunding platform.
Firstly, the study explores the relationship of MOA (motivation, opportunity and ability) and Relational Bonds (Financial Bonds and Structural Bonds) to Knowledge Exchange. Secondly, it examines the effect of knowledge exchange to trust. Finally, the relationship between trust, financial bonds and structural bonds and purchase intention.
This study respondents are people who know the Crowdfunding platform, we collected 609 validity questionnaires in total and applied AMOS 17.0 to analyse the collected data. All of the hypothesis are all supported except for hypotheses 4: Financial bonds have a positive impact on Knowledge Exchange. This shows that the effect of financial incentives is not direct to knowledge exchange.
Finally, this research offers the theoretical and managerial implications for academic and practical sides and provides suggestions for future scholar.

並列關鍵字

Crowdfunding ； Fundraising ； MOA ； Knowledge Exchange ； Purchase Intention

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