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研究生:吳秉勳
研究生(外文):Bing-Hsun Wu
論文名稱:群眾募資平台flyingV網頁設計策略的實證研究
論文名稱(外文):Design Strategy of Crowdfunding Platform Web Page:An Empirical Study on Taiwanese Crowdfunding Platform flyingV
指導教授:朱文儀朱文儀引用關係
指導教授(外文):Wenyi Chu
口試委員:莊正民余峻瑜
口試日期:2015-05-04
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:49
中文關鍵詞:群眾募資群眾募資平台網頁設計
外文關鍵詞:crowdfundingcrowdfunding platformweb page design
相關次數:
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世代遞嬗,但人性恆常。十年來,因應網路創業風潮,新興型態的「群眾募資平台」(crowdfunding platform)勃發,其中衍生的商業模式、金融創新、法律規範、社群行銷等議題成為各領域探索性研究的焦點。本文以量化實證研究方式挖掘潛藏在群眾募資專案網頁成功募資背後的共通因子。藉由整合人機互動領域網頁設計觀點和過往探索性研究文獻的基礎,量化專案網頁要素,擷取亞洲著名群眾募資平台flyingV資料進行實證研究,旨在探討專案最終募資金額的關鍵影響因素。
本研究以軟體抓取(web scraping)2012年4月23日至2014年10月20日174個成功募資專案網頁畫面上的數據作為樣本,以專案最終募資金額作應變數建立精要的迴歸方程式,並使用多元迴歸分析檢驗研究假說。研究歸納五類成功因素:專案類別、創建者經驗、基本特性、網頁計量元素和社群媒體因素。
研究結果發現群眾募資平台探索性研究若能引入網頁設計觀點,將網頁視為資訊溝通的介面、量化網頁上的呈現元素,有助於更完整地探討專案成功因素,而前述五類成功因素皆對專案最終募資金額產生顯著影響。本研究所建立的模型拓展群眾募資領域的研究至亞洲平台,且利於管理實務應用,可進而延伸發展,建立易於專案創建者或是募資平台管理者理解和使用的專案成功率預測工具,貢獻於未來群眾募資領域的發展。


Times change, but human nature stays the same. In the past decade, an innovative approach to funding for entrepreneurship is burgeoning with the emergence of Internet start-ups, called “crowdfunding”. Past studies approach this research topic from perspectives including business models, financial innovation, legal regulations and social marketing. This study uses quantitative analysis to unveil the underlying common factors for the fundraising success of crowdfunding web pages.
This empirical study on flyingV, the prominent Asian crowdfunding platform, expands and enriches the current exploratory studies on crowdfunding by introducing web page design perspective to quantify web page elements for information communication purposes. Furthermore, this study aims to probe the determinants for the pledged amount of money of crowdfunding projects.
This study employed 174 success funded crowdfunding projects on flyingV as research samples during the time period of April 23rd of 2012 to October 20th of 2014, and categorized five variable categories: category, creator experience, basic characteristics, web page metrics and social media factors. Findings indicate that web page design contributes to the pledged amount of money of crowdfunding projects. Furthermore, the model built in this study enhances predictability of pledged money with minimum variables and takes web page design elements into consideration. For managerial implications, the regression model could be further developed into a simple user tool for project creators and platform operators, and thus could facilitate the future development of crowdfunding.


Table of Contents
謝辭 i
摘要 ii
Abstract iii
Table of Contents iv
List of Figures vi
List of Tables vi
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Questions 5
1.3 Research Flowchart 6
1.4 Organization of the Thesis 7
Chapter 2 Literature Review and Hypothesis 8
2.1 Definition of Crowdfunding 8
2.2 Funding Models of Crowdfunding 10
2.3 Launching of Crowdfunding Projects 11
2.4 Empirical Studies on Crowdfunding 11
2.5 Quantitative Measures of Web Page 15
2.6 Hypotheses 16
2.7 Research Framework 21
Chapter 3 Research Method 24
3.1 Research Sample 24
3.2 Data Collection 24
3.3 Measurement of Dependent Variable 27
3.4 Measurement of Independent Variable 28
3.5 Analytical Method 30
Chapter 4 Results 32
4.1 Descriptive Statistics 32
4.2 Hypothesis Testing 35
Chapter 5 Conclusion 39
5.1 Discussion and Conclusion 39
5.2 Research Limitation 40
5.3 Future Research 41
Reference 43
Appendix A 47
Appendix B 49

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