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研究生:王方君
研究生(外文):WANG, FANG-JUN
論文名稱:利他主義對群眾募資贊助意圖的影響
論文名稱(外文):The influence of altruism on the crowdfunding sponsorship intention
指導教授:葉曉萍葉曉萍引用關係
指導教授(外文):YEH, HSIAO-PING
口試委員:趙沛邱彥婷
口試委員(外文):CHAO, PEICHIU, YEN-TING
口試日期:2018-06-14
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:102
中文關鍵詞:群眾募資利他主義溫暖光芒理論涉入理論贊助意圖
外文關鍵詞:CrowdfundingAltruismWarm glow theoryInvolvementSponsorship intention
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創業需要龐大的資金協助,群眾募資已在近幾年成為企業家的創業管道首選,贊助者的贊助意圖是影響募資專案是否成功的重要關鍵,本研究探討贊助者本身的內在動機,以贊助者的利他主義,也就是是否幫助他人的溫暖光芒理論為基礎,探討利他主義是否會影響贊助意圖,並以贊助者對某一情境的涉入程度,稱之為產品涉入;另以贊助者對一般群眾募資的涉入程度,稱之為消費者涉入,分開來探討,當作本研究的干擾變數。除了探討以上變數之外,還以不同的募資專案類型(娛樂型、功利型、社會型、有回饋品、無回饋品)當作控制變數,首先比較娛樂型、功利型、社會型募資專案,再來進行有回饋品及無回饋品募資專案比較,目的在於了解哪一類型的募資專案,贊助者的利他主義是否影響贊助意圖。
本研究採網路問卷發放,填答人必須為贊助過募資專案或是有接觸過群眾募資,總共回收471份有效問卷,並使用Spss軟體進行問卷分析,其研究結果顯示,以全部資料來看,利他主義皆會影響贊助意圖;產品涉入並不會干擾利他主義對贊助意圖的影響;反之,消費者涉入干擾利他主義對贊助意圖的假設是成立的;控制變數的分析結果為:社會型募資類型相對於娛樂型及功利型,利他主義對贊助意圖的影響較顯著;而有回饋品和無回饋品募資類型比較的情境下,利他主義對贊助意圖的影響沒有差異。

Entrepreneurship requires a huge amount of financial assistance. The public fundraising has become the first choice for entrepreneurs in recent years. The sponsorship intention of the sponsor is an important key to the success of the crowdfunding project. This study explores the intrinsic motivation of the sponsors themselves. The sponsor's altruism, which is based on the theory of warm glow that helps others, explores whether altruism influences sponsorship intentions, and refers to the sponsor’s degree of involvement with a situation as product involvement; The degree of involvement of the general crowfunding is referred to as consumer involvement and discussed separately as an interference variable in this study. In addition to exploring the above variables, we also use different crowdfunding project types (hedonic, utilitarian, social, rewards, and non- rewards items)as control variables. We first compare hedonic, utilitarian, and social funding. The project, and then to carry out the comparison of the reward products and non-rewards projects, aims to understand which type of crowdfunding project, whether the sponsor's altruism influences the sponsorship intention.

In this study, online questionnaires were issued. The respondent must either sponsor a fundraising project or have contact with people for fundraising. A total of 471 valid questionnaires were collected and a questionnaire was analyzed using SPSS software. The results of the study showed that From all sources, altruism influences sponsorship intention; product involvement does not interfere with the influence of altruism on sponsorship intentions; conversely, consumer assumptions that interfere with altruism on sponsorship intentions are established; analysis of control variables The result is that the type of social crowdfunding is relatively more than hedonic and utilitarian, and the influence of altruism on sponsorship intention is more significant; and in the context of the comparison of the types of rewards and non-rewards fundraising, the effect of altruism on sponsorship intention is not different.

目 錄
                      
摘要................................................i
Abstract..........................................ii
誌謝..............................................iii  
目錄...............................................iv  
表目錄.............................................vi
圖目錄...........................................viii
第一章 緒論.........................................1
  第一節 研究背景..................................1
  第二節 研究動機..................................4
第三節 研究目的..................................5
第二章 文獻探討......................................6
第一節 研究架構..................................6
第二節 贊助者的出資意圖...........................7
第三節 群眾募資..................................9
第四節 利他主義..................................12
第五節 產品涉入與消費者涉入.......................18
第六節 募資專案之類型............................23
第三章 研究方法......................................27
第一節 研究假設..................................27
  第二節 研究變數的操作性定義與衡量..................28
第三節 研究設計..................................38
第四章 研究結果......................................40
第一節 描述性統計分析............................40
  第二節 信度分析..................................44
第三節 因素分析..................................46
第四節 迴歸分析..................................49
第五節 集群分析..................................56
第六節 z檢定.....................................62
第五章 結論與建議....................................69
第一節 研究結論..................................69
  第二節 管理意涵..................................70
第三節 研究貢獻..................................73
第四節 研究限制與未來建議.........................73
參考文獻.............................................75
附錄 研究問卷........................................82


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