以方法目的鏈探討群眾募資平台顧客感知價值與經營策略

温婉涵

doi:10.6342/NTU201701111

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以方法目的鏈探討群眾募資平台顧客感知價值與經營策略

Customer Perceived Value and Management Strategy of Crowdfunding Platform: A Means-end Chain Analysis

温婉涵 , Masters　　Advisor：孔令傑　　

繁體中文 DOI： 10.6342/NTU201701111

群眾募資；方法目的鏈；顧客感知價值；經營策略； crowdfunding ； means-end chain ； customer perceived value ； management strategy

Abstract │ Reference (66) │ Altmetrics

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Crowdfunding has grown rapidly in recent years. In 2013, the first crowdfunding platform appeared in Taiwan, and now Taiwan becomes the country that has the highest density of crowdfunding platforms. Due to the increasing number of funding projects, the problem of how to attract the attention of those sponsors has become the most popular issue for the platform managers and the fundraisers. However, the ratio of the crowdfunding platform member who have ever sponsored a project is low and the project success rate is below 50%, we still have a lot to do to increase the success rate and the participation rate.
Former studies exploring the success and participation rate focused mainly on the platform characteristics by applying signaling theory or herding effect. Little research explored this topic from the customer perspectives, like customer experience and value. Several studies indicate that customer perceived value is an important factor that can influence customer behaviors and their participation. Therefore, our aim is to figure out how to improve the success rate from customer value perspective through qualitative interviews to crowdfunding sponsors.
Our empirical result shows that Happiness, Fulfillment, Participation, Curiosity, Vanity, and Trust are the most important value for sponsors and also have a great impact on sponsor motivation. As a result, while designing the service process and platform mechanism, platform managers can take those six customer value into consideration in order to raise the success rate and the participation rate.

Reference ( 66 ) 〈TOP〉

Agrawal, A., Catalini, C., & Goldfarb, A. (2014). Some simple economics of crowdfunding. Innovation Policy and the Economy, 14(1), 63-97.
連結：
Aitamurto, T. (2011). The impact of crowdfunding on journalism: Case study of Spot. Us, a platform for community-funded reporting. Journalism Practice, 5(4), 429-445.
連結：
Allison, T. H., Davis, B. C., Short, J. C., and 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.
連結：
Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 797-817.
連結：
Belleflamme, P., Lambert, T., & Schwienbacher, A. (2014). Crowdfunding: Tapping the right crowd. Journal of Business Venturing, 29(5), 585-609.
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