群眾集資是當今盛行的一種募資方式。然而許多專案透過這方式成功地募集到資金，最後卻在履行的階段因為未能成功履約而以失敗告終。失敗使得一些專案遭受到極大的控訴以及聲譽上的損失，然而，有些同樣在最後執行階段失敗了的專案卻沒有受到很多或嚴重的抱怨。本研究利用 Kickstarter 上 2,137 筆集資成功的專案，分析未成功履約專案，並額外提供成功專案及所有專案的分析結果作為對照。結果指出，抱怨率與專案FAQs、準備程度、預計遞送日期前的回覆字數以及遞送日後的回覆率和更新次數有負向的相關；但與遞送日前的回覆時間及遞送日後的回覆包含客服信箱的比率有正向的相關。此外，當專案支持者人數多到一個程度時，抱怨率會下降到一個限度，並且我們認為支持者人數與嚴重程度之間沒有關係。總之，整體研究揭示出支持者與顧客之間在角色上的差異，其結果可讓人創業者與平台管理者對於群眾集資中的抱怨處理有更深入的了解。

Crowdfunding is a prevalent fundraising practice. However, many projects were successfully funded but eventually failed in the fulfillment stage since they cannot deliver the promises. The failure led some of them to suffer a great of complaints and reputational damage. Nevertheless, some failed projects did not receive many or severe complaints. Drawing on 2,137 successfully funded projects from Kickstarter, this study analyzes unsuccessfully delivered projects and additionally provides the analyses of successfully delivered and all projects as comparisons. The result indicates that complaint rate is negatively related with FAQs, preparedness, reply word count (before the delivery date), reply rate and update count (after the delivery date), and it is positively related with the reply time (before the delivery date) and the rate of enclosing a support email address in replies (after the delivery date). Moreover, the complaint rate may decrease to a margin when the number of backers increases to some extent, and we also believe that there is no relationship between the number of backers and severity. Overall, the whole study reveals the difference in roles between backers and customers, and its results give an insight into complaint handling in crowdfunding.

[論文審定書+i]
[中文摘要+ii]
[Abstract+iii]
[Chapter 1. Introduction+8]
[1.1 Background+8]
[1.2 Motivation+16]
[1.3 Research Purpose+19]
[Chapter 2. Literature Review+21]
[2.1 An Overview of Crowdfunding+21]
[2.1.1 Types of Crowdfunding+23]
[2.1.2 Models of Reward-based Crowdfunding+25]
[2.1.3 Reward-based Crowdfunding Process+27]
[2.1.4 Interactions between Creators and Backers+29]
[2.2 Necessary Conditions to Avoid Funded Project Failure+32]
[2.2.1 Delivery Timeliness+33]
[2.2.2 Meeting Specifications+34]
[2.2.3 Creator Competence+36]
[2.3 Complaint Behavior and its Causes+39]
[2.3.1 Satisfaction and Perceived Value+41]
[2.3.2 Perceived Justice+43]
[Chapter 3. Research Methodology+47]
[3.1 Research Hypotheses+47]
[3.1.1 Project Characteristics+48]
[3.1.2 Creator Experience+53]
[3.1.3 Interactions with Backers+55]
[3.1.4 Backer Complaint+63]
[3.2 Research Model+66]
[3.3 Data Collection+69]
[3.4 Data Preprocessing+72]
[3.5 Regression Diagnostics+82]
[3.5.1 Normality+82]
[3.5.2 Homoscedasticity+84]
[3.5.3 Serial Independence+85]
[Chapter 4. Results and Discussion+86]
[4.1 Descriptive Statistics+86]
[4.2 Analysis Results+99]
[4.2.1 Relationships between Project-level Factors and the Complaint Rate+99]
[4.2.2 Relationships between Project-level Factors and the Complaint Severity+102]
[4.3 Discussions+106]
[4.3.1 Complaint Rate+106]
[4.3.2 Complaint Severity+110]
[Chapter 5. Conclusions+114]
[5.1 Summary+114]
[5.2 Academic and Practical Implications+120]
[5.3 Limitations and Suggestions for Future Study+122]
[References+123]
[Appendix+130]

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