臺灣博碩士論文加值系統

　　近年來盛行一種新興的籌資方式—群眾集資或稱群眾募資。讓許多企業躍躍欲試，目前群眾集資專案的數量越來越多，但成功達標的專案約為總案件數的一半，由此可知群眾集資專案仍有發展空間。因此，本研究針對台灣的群眾集資專案進行個案分析，希望了解群眾集資專案的價值為何，以及群眾集資專案如何影響價值創造。研究結果發現群眾集資透過參與社會議題、凝結群眾共識、找尋目標受眾，將共同喜好和興趣的群眾形成顧客網絡，並透過活動與群眾互動，產生社會互動連結。此外，也需要透過影片、舉辦活動與群眾互動和對話，讓更多群眾了解其專案的理念，增加群眾認同，進而利用網路平台即時說明計畫進度，獲得群眾信任。然而，群眾集資專案要與社會創新、文化、綠色永續等議題連結，讓集資專案與群眾擁有共同態度與看法，有助於彼此的溝通與合作。進而藉由集資專案與群眾的社會交換過程發現，不單只是金錢與物品、產品或服務的交換，也是信任與承諾的交換，更是為了共同理念而交換。群眾集資專案創造的不僅是單純的經濟價值，更是創造文化、教育、永續的社會價值，為群眾集資專案帶來更多的正面效益。本研究最後提出理論與具體實務意涵。

　　Crowdfunding has become a valuable alternative source of funding for entrepreneurs seeking external financing. Crowdfunding platforms have been used to post creative projects seeking funding in return for a reward, often in the form of a tangible product or experience. This study contributes by exploring what and how value is created in crowdfunding process. The results provide insight into different crowdfunding types and different value creation. Further, Crowdfunding is often associated with community-based experiences that generate “community benefits” for participants. This study extends the prior effort that examines the effect of social networks. Based on social capital theory and social exchange theory, this study develops a research model and conducted a multiple case study to explore how an entrepreneur’s social capital impact crowdfunding value.

摘要　I
ABSTRACT　II
目錄　III
圖、表目錄　V

第一章、緒論　1
第一節、研究背景與動機　1
第二節、研究目的　4

第二章、文獻探討　5
第一節、群眾集資　5
第二節、社會資本理論　8
第三節、社會交換理論　10
第四節、價值創造　12

第三章、研究方法　14
第一節、研究設計　14
第二節、資料蒐集　16
第三節、個案介紹　19

第四章、研究發現　25
第一節、群眾集資的社會資本結構構面—社會互動連結　25
第二節、群眾集資的社會資本關係構面—認同　29
第三節、群眾集資的社會資本認知構面—共同遠景　32
第四節、群眾集資的社會交換過程—信任、承諾　36
第五節、群眾集資的價值創造—經濟價值、社會價值　40
第六節、命題推導　45

第五章、結論與建議　50
第一節、研究結果與討論　50
第二節、理論意涵　52
第三節、實務意涵　52
第四節、研究限制與未來研究之建議　53

參考文獻　54

附錄一　60
附錄二　61
附錄三　63
附錄四　66
附錄五　67

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