博碩士論文 etd-0614114-180438 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 劉盈珮(Ying-pei Liu) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 102學年第2學期
論文名稱(中) 影響群眾募資網站上贊助者出資意圖之因素
論文名稱(英) Factors Affecting Funder’s Intention to Invest in
Crowdfunding Projects
檔案
  • etd-0614114-180438.pdf
  • 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
    請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
    論文使用權限

    紙本論文:2 年後公開 (2016-07-22 公開)

    電子論文:使用者自訂權限:校內 2 年後、校外 2 年後公開

    論文語文/頁數 中文/106
    統計 本論文已被瀏覽 5395 次,被下載 1210 次
    摘要(中) 過去新創公司或是有想法的創業家,只能從創投公司、投資天使人、銀行貸款等方面取得創業資金,但現在創業家可以受透過群眾募資平台取得創業資金。群眾募資平台提供有夢想卻缺乏資金的創業者一個募資管道,將自己的設計概念、企劃提案放置平台,使網路上的群眾能夠看到他的想法,並依個人喜好支持這些專案,並在專案募資成功後獲得回饋。雖然在台灣群眾募資的概念對台灣人來說仍是個新穎的議題,但隨著社群網路的發展及新聞媒體的宣傳,群眾募資也越來越廣為人知。
    本研究藉由不同類型及內容的專案情境,探討網路使用者對群眾募資專案出資的動機及專案特性對出資態度及出資意圖所產生的影響。結果發現:(1) 群眾募資平台上的為專案出資的意圖多是出於幫助他人且不求回報的內在動機。(2) 贊助者在決定是否對專案出資時,會注意專案品質、專案適配性及專案的目標募資金額。(3) 專案屬性對出資態度的影響大於贊助者的動機。 (4)贊助者在面對不同類型或不同程度目標募資金額之專案時,動機及專案屬性影響出資態度的程度也會有所不同。
    摘要(英) Traditionally, start-up companies and entrepreneurs who have ideas to start business receive investments from venture capital, business angels or bank loan. Now, Entrepreneurs can show their business plans on Crowdfunding websites to attract investors. Once the requested funding amount is reached, the project will be implemented and the investors will get the reward promised by the entrepreneur. This kind of platform has been increasingly popular, but the risk is usually high for the investors. Not much research has investigated what factors may affect investors intention to support projects on crowdfunding websites.
    In this paper, we investigate several factors that may affect funder’s intention to support Crowdfunding projects, including individual motivation and the nature of the project. The results show that: (1) Intrinsic motivation is the major motivation for people to support these projects; (2) Project quality, fit of their interests and the fundraising goal are factors that affect crowd funder’s funding intention; (3) The nature of the project is more influential than personal motivation on attitude toward funding a project; (4) Funding attitude and intention are moderated by different types and different funding levels of the project.
    關鍵字(中)
  • 群眾募資
  • 理性行為理論
  • 專案類型
  • 動機
  • 專案屬性
  • 關鍵字(英)
  • Project Attribute
  • Motivation
  • Crowdfunding
  • Theory of Reasoned Action
  • Project Type
  • 論文目次 論文審定書 i
    誌謝 ii
    摘要 iii
    Abstract iv
    表次 iv
    圖次 vi
    第一章 緒論 1
    第一節 研究背景 1
    第二節 研究動機與研究問題 1
    第三節 研究流程 3
    第四節 論文架構 4
    第二章 文獻探討 5
    第一節 群眾募資 5
    第二節 理性行為理論 7
    第三節 動機理論 8
    第四節 專案屬性 12
    第五節 專案類型 14
    第三章 研究架構與方法 16
    第一節 研究架構 16
    第二節 推論與假說 17
    第三節 研究變項與操作型定義 18
    第四節 實驗設計 25
    第五節 資料分析方法 26
    第四章 資料分析與討論 31
    第一節 樣本資料之基本檢定分析與描述 31
    第二節 信度分析與效度分析 36
    第三節 共同方法變異分析 43
    第四節 模型假說檢定與結果彙整 43
    第五節 研究結果整理 58
    第五章 結論與建議 62
    第一節 研究結論 62
    第二節 研究貢獻 65
    第三節 研究限制 66
    第四節 未來研究方向 67
    第六章 參考文獻 69
    附錄一 問卷內容 77
    附錄二 問卷情境網站 88
    附錄三 問卷來源 91
    參考文獻 1. 許士軍(1987)。管理學 (第七版)。台北:東華書局。
    2. 楊學成、錢明輝(2006)。網上口碑對消費者決策的影響及啟示。當
    甲、 代經濟管理,28(3),27-31。
    3. 方世杰、蔡馥陞與邱志芳(2004)。新產品開發團隊知識分享之研究: 交易成本理論與社會交換理論之整合性觀點. 科技管理學刊, 9(4), 67-100。
    4. 鄭勝分(2007)。社會企業的概念分析。政策研究學報,7,65-107。
    5. Agarwal, A., Catalini C., & Goldfarb A. (2011). The geography of crowdfunding. Available at SSRN: http://ssrn.com/abstract=1770375.
    6. Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behavior to leisure choice. Journal of leisure research, 24(b), 207-224.
    7. Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations. Available at: http://www.unix.oit.umass.edu/~aizen/tpb.htm
    8. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.
    9. Avnet, T., & Higgins, E. T. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1-10.
    10. Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
    11. Blau, P. M. (1964). Exchange and power in social life. New York: John Willey & Sons.
    12. Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS Quarterly, 29(1), 87-111.
    13. Brown, T. J., Barry, T. E., Dacin, P.A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of –mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138
    14. Reingen, P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research, 14 (December), 350-362.
    15. Chen, X. P., Yao, X., & Kotha, S. (2009). Entrepreneur passion and preparedness in business plan presentations: a persuasion analysis of venture capitalists' funding decisions. Academy of Management Journal, 52(1), 199-214.
    16. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
    17. Cosh, A., Cumming, D., & Hughes, A. (2009). Outside Entrepreneurial Capital. The Economic Journal, 119(540), 1494-1533.
    18. Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201.
    19. D’Ambra, J., & Rice, R. E. (2001). Emerging factors in user evaluation of the World Wide Web. Information & Management, 38(6), 373-384.
    20. Deci, E. L. (1975). Conceptualizations of intrinsic motivation. The Nature of Intrinsic Motivation. New York: Plenum Press.
    21. Deci, E. L., & Ryan, R. M. (1985). The general causality orientations scale: Self-determination in personality. Journal of research in personality, 19(2), 109-134.
    22. Deci, E. L., & Ryan, R. M. (1991). A motivational approach to self: Integration in personality. In Nebraska symposium on motivation. NE: University of Nebraska Press.
    23. Deci, E. L., & Ryan, R. M. (2000). The" what" and" why" of goal pursuits: Human needs and the self-determination of behavior. Psychological inquiry, 11(4), 227-268.
    24. Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
    25. Fishbein, M., & Ajzen. I (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley Publishing Co.
    26. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 18(3), 382-388.
    27. Freeman, R.B. (1997). Working for Nothing. The Supply of Volunteer Labor. Journal of Labor Economics, 15(1), 140-166
    28. Frey, B. S., & Jegen, R. (2001). Motivation crowding theory. Journal of economic surveys, 15(5), 589-611.
    29. Glynn, M. A. (1988). The Perceptual Structuring of Tasks: A Cognitive Approach to Understanding Task Attitudes and Behavior. Unpublished doctoral dissertation, Columbia University, New York.
    30. Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American sociological review, 25(2), 161-178.
    31. Griffin, Z. (2012). Crowdfunding: fleecing the American masses. Case Western Reserve Journal of Law, Technology & the Internet. Available at SSRN: http://ssrn.com/abstract=2030001
    32. Guo, Q. (2008). The practical use of crowd funding-Two cases illustration. Management, 28, 194-202.
    33. Halepota, H.A., (2005), Motivational Theories and Their Application in Construction. Cost engineering Journal, 47(3), 14-18.
    34. Harms, M. (2007). What drives motivation to participate financially in a crowdfunding community? Master's thesis, Vrije Universiteit, Amsterdam.
    35. Harter, S. (1978). Effectance motivation reconsidered: toward a developmental model. Human Development, 21(1), 34-64.
    36. Hekman, E., Brussee, R. (2013). Crowdfunding and Online Social Networks. 2nd CARPE conference, Manchester.
    37. Herzberg, F., Mausner, B., & Snyderman, B. B. (1959). The Motivation to Work. New York: John Wiley & Sons. Inc.
    38. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.
    39. Higgins, E. T. (2000). Social cognition: Learning about what matters in the social world. European Journal of Social Psychology, 30(1), 3-39.
    40. Hirschman, E. C. (1980). Innovativeness, Novelty Seeking and Consumer Creativity. Journal of Consumer Research, 7(3), 283-95.
    41. Holbrook, M. B., & Schindler, R. M. (1994). Age, sex, and attitude toward the past as predictors of consumers' aesthetic tastes for cultural products. Journal of Marketing Research, 31(3), 412-422.
    42. Houston, M. B., & Walker, B. A. (1996). Self-relevance and purchase goals: mapping a consumer decision. Journal of the Academy of Marketing Science, 24(3), 232-245.
    43. Howe, J. (2006). The rise of crowdsourcing. Wired magazine, 14(6), 1-4.
    44. Hsieh, Y. C. (2011). Intention to Recommend Information in Virtual Community. Master's thesis, National Sun Yat-sen University, Taiwan.
    45. Kankanhalli, A., Tan, B. C. Y., & Wei, K. K. (2005). Contributing knowledge to electronic knowledge repositories: An empirical investigation. MIS Quarterly, 29(1), 113-143.
    46. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
    47. Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. The Journal of Marketing, 62(1), 48-57.
    48. Klandermans, B. (1984). Mobilization and participation: Social-psychological expansions of resource mobilization theory. American sociological review, 49(5), 583-600.
    49. Kleemann, F., Voß, G. G., & Rieder, K. (2008). Un (der) paid innovators: The commercial utilization of consumer work through crowdsourcing. Science, Technology & Innovation Studies, 4(1), 5-26.
    50. Kleijnen, M., De Ruyter, K., & Wetzels, M. (2007). An assessment of value creation in mobile service delivery and the moderating role of time consciousness, Journal of Retailing, 83(1), 33-46.
    51. Koernig, S. K., & Page, A. L. (2002). What if your dentist looked like Tom Cruise? Applying the match‐up hypothesis to a service encounter. Psychology & Marketing, 19(1), 91-110.
    52. Kotler, P., & Andreasen, A. R. (1996). Strategic marketing for nonprofit organizations (5th Edition). Upper Saddle River, NJ: Prentice Hall.
    53. Kotler, P. (2000). Marketing management: the millennium edition (International Edition) New York: Prentice Hill.
    54. Komito, L., (1998). The Net as a Foraging Society: Flexible Communities. The Information Society, 14(2), 97-106.
    55. Koufaris, M., Kambil, A., & LaBarbera, P. A. (2002). Consumer behavior in web-based commerce: an empirical study. International Journal of Electronic Commerce, 6(2), 115-138.
    56. Kowal, J., & Fortier, M. S. (1999). Motivational determinants of flow: Contributions from self-determination theory. Journal of Social Psychology, 139(3), 355-368.
    57. Kopfman, J. E., & Smith, S. W. (1996). Understanding the audiences of a health communication campaign: A discriminant analysis of potential organ donors based on intent to donate. Journal of Applied Communication Research, 24(1), 33-49.
    58. Kuppuswamy, V., & Bayus, B. L. (2013). Crowdfunding Creative Ideas: The Dynamics of Project Backers in Kickstarter (January 29, 2014). UNC Kenan-Flagler Research Paper No. 2013-15. Available at SSRN: http://ssrn.com/abstract=2234765.
    59. Lauga, D. O., & Ofek, E. (2009). Market research and innovation strategy in a duopoly. Marketing Science, 28(2), 373-396.
    60. Lambert, T. & Schwienbacher, A. (2010). An Empirical Analysis of Crowdfunding. Mimeo. Louvain School of Management, Belgium. Available at SSRN: http://ssrn.com/abstract=1578175
    61. Ligas, M. (2000), People, products, and pursuits: Exploring the relationship between consumer goals and product meanings. Psychologie & Marketing, 17(11), 983-1003.
    62. Lin, M., & Viswanathan, S. (2013). Home Bias in Online Investments: An Empirical Study of an Online Crowd Funding Market. Available at SSRN: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2219546
    63. Liu, C. C. (2010). Effects of Intrinsic and Extrinsic Motivation on Individuals Knowledge-Sharing Behavior in Virtual Communities. Doctoral dissertation, National Sun Yat-sen University, Taiwan.
    64. Maslow, A. H., Frager, R., & Cox, R. (1970). Motivation and personality (Vol. 2). J. Fadiman, & C. McReynolds (Eds.). New York: Harper & Row.
    65. Mathwick, C., Malhotra, N., & Rigdon, E. (2001), Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment, Journal of Retailing, 77 (1), 39-56.
    66. Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.
    67. Mitchell, T.R., & Daniels, D. (2003). Observations and commentary on recent research in work motivation. Motivation and Work Behavior (7th Edition). New York: McGraw Hill.
    68. Mollick, E. R. (2013). The dynamics of crowdfunding: Determinants of success and failure. Journal of Business Venturing, 29(1), 1-16.
    69. Morgan, S., & Miller, J. (2002). Communicating about gifts of life: The effect of knowledge, attitudes, and altruism on behavior and behavioral intentions regarding organ donation. Journal of Applied Communication Research, 30(2), 163-178.
    70. Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Intentions to use mobile services: antecedents and cross-service comparisons. Journal of the academy of marketing science, 33(3), 330-346.
    71. Osterloh, M., & Frey, B. S. (2000). Motivation, knowledge transfer, and organizational forms. Organization science, 11(5), 538-550.
    72. Ordanini, A., Miceli, L., Pizzetti, M., & Parasuraman, A. (2011). Crowd-funding: transforming customers into investors through innovative service platforms. Journal of Service Management, 22(4), 443-470.
    73. Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), 531-544.
    74. Reynolds T. J., &Olson J. C. (2001), Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy. Mahwah, New Jersey: Lawrence Erlbaum Associates.
    75. Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self‐presentation in personal web space. Journal of consumer research, 30(3), 385-404.
    76. Schwienbacher, A., & Larralde, B. (2010). Crowdfunding of small entrepreneurial ventures. In Cumming D (Ed.), Oxford Handbook of Entrepreneurial Finance (369-390). New York: Oxford University Press. Available at SSRN: http://ssrn.com/abstract=1699183
    77. Stanton, W. J. & Etzel, M. J. (1991). Fundamentals of Marketing (9th Edition). New York: McGraw-Hill. 
    78. Sheth, J. N., Newman B. I., & Gross B. L. (1991). Why We Buy What We Buy:A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.
    79. Silverman, G., (1997). How to Harness the Awesome Power of Word of Mouth. Direct Marketing, 60(7), 32-37.
    80. Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
    81. Steenkamp, J. B. E. M., & Van Trijp, H. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in marketing, 8(4), 283-299.
    82. Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
    83. Unger, L. S., & Kernan, J. B. (1983). On the meaning of leisure: An investigation of some determinants of the subjective experience. Journal of Consumer research, 9(4), 381-392.
    84. Venkatesh, V., & Davis F.D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
    85. Walker, C. (2004). A charitable view of altruism: Commentary on 'What is altruism?' by Elias Khalil, Journal of Economic Psychology, 25(1), 129-134.
    86. Wasko, M. M. & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS quarterly, 29(1), 135-57.
    87. Westbrook, R. A. (1987), Product consumption based effective Journal of Marketing Research, 24(3), 258-270.
    88. Wilkes-Gibbs, D., & Clark, H. H. (1992). Coordinating beliefs in conversation. Journal of Memory and Language, 31(2), 183-194.
    89. Ye, S., Chen, H., & Jin, X. (2006). Exploring the Moderating Effects of Commitment and Perceived Value of Knowledge in Explaining Knowledge Contribution in Virtual Communities. PACIS 2006 Proceedings. Paper 25. http://aisel.aisnet.org/pacis2006/25
    90. FLYING V,http://www.flyingv.cc/
    91. Kickstarter,http://www.kickstarter.com/
    92. Crowdsourcing.org,http://www.crowdsourcing.org/
    93. CROWDFUNDING INDUSTRY REPORT. http://creationetfinancement.files.wordpress.com/2013/01/crowdfunding-industry-report.pdf
    94. Massolution, 2012. http://www.crowdfunding.nl/wp-content/uploads/2012/05/92834651-Massolution-abridged-Crowd-Funding-Industry-Report1.pdf
    口試委員
  • 邱兆民 - 召集委員
  • 何淑君 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2014-06-21 繳交日期 2014-07-22

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫