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研究生:柯宇謙
研究生(外文):YU-CHIEN KO
論文名稱:探討群眾募資平台之顧客參與、顧客價值創造對贊助者滿意度及出資意圖之研究
論文名稱(外文):The Study of Customer Engagement and Customer Value Creation Towards Sponsor Satisfaction and Sponsor Intention on Crowdfunding Platforms
指導教授:巫喜瑞巫喜瑞引用關係
指導教授(外文):His-Jui Wu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
論文頁數:119
中文關鍵詞:群眾募資顧客參與顧客價值創造贊助者滿意度出資意圖
外文關鍵詞:CrowdfundingCustomer EngagementCustomer Value CreationSponsor SatisfactionFunding intention
相關次數:
  • 被引用被引用:3
  • 點閱點閱:324
  • 評分評分:
  • 下載下載:15
  • 收藏至我的研究室書目清單書目收藏:3
近年來群眾募資平台逐漸興起,並成為新創團隊募集資金的新興管道,在台灣回饋型群眾募資平台最為活躍,並逐年穩定成長,不論是在學術或是在商業皆具討論價值。而群眾募資平台中的募資專案類型五花八門,如何在眾多的專案中脫穎而出成為專案發起者最大的挑戰。
在群眾募資平台中,除了群眾募資平台方,與專案發起者外,贊助者扮演了至關重要的角色。本研究之研究目的在於以贊助者的觀點,並將顧客價值創造與贊助者滿意度視為影響贊助者出資意圖之可能因素。研究對象為使用過群眾平台的使用者,進一步延伸探討群眾募資平台之「互動性」及贊助者對群眾募資平台之「顧客參與」對於贊助者之顧客價值創造的影響程度及贊助者對募資專案的「信任」、「專案新穎性」與「知覺風險」對於贊助者滿意度之影響程度,作為探討贊助者出資意圖之研究架構。
Crowdfunding platforms gains popularity in recent years, and be treated as a newest way of raising fund for start-up companies. In Taiwan, the reward-based crowdfunding platform is the most active and steady growing up every year.
Owing to different kinds of crowdfunding cases, it’s more difficult for the starter to stand out from the others. In crowdfunding platforms, except for the platform part and starters, sponsors play a really important role. This study is aim to stand in sponsors’ shoes and view customer value creation and sponsor’s satisfaction as factors effecting funding intention. More in researching crowdfunding platforms’ interaction and sponsors’ customer engagement toward crowdfunding platforms and how much the trust between cases and sponsors, cases’ novelty and perceive risks effect sponsorssatisfaction. As a framework for exploring the funding intention.
致謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與流程 3
第二章 文獻探討 5
第一節 群眾募資平台 5
第二節 互動性 16
第三節 顧客參與 18
第四節 贊助者參與 21
第五節 信任 22
第六節 專案新穎性 23
第七節 知覺風險 24
第八節 顧客價值創造 27
第九節 贊助者滿意度 30
第十節 出資意圖 34
第三章 研究方法 37
第一節 研究架構 38
第二節 研究假說 39
第三節 研究變數之操作型定義與衡量 40
第四節 問卷設計 53
第五節 資料蒐集方法 54
第六節 資料分析方法 60
第四章 資料分析 63
第一節 正式問卷發放 63
第二節 敘述統計分析 64
第三節 共同方法變異 66
第四節 信度分析 67
第五節 效度分析 74
第六節 整體模型衡量分析-結構模式 83
第五章 結論與建議 89
第一節 研究結論 89
第二節 研究貢獻與管理意涵 92
第三節 研究限制與後續研究建議 94
參考文獻 96
附錄一、正式問卷 115
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