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研究生:王樂
研究生(外文):WANG, LO
論文名稱:回饋型群眾募資之幻影效應與投資抉擇:以寵物用品募資計畫為例
論文名稱(外文):Phantom Effect and Funding Choice of Reward-Based Crowdfunding: The Case of Pet Supplies Fundraising Plan
指導教授:廖俊杰廖俊杰引用關係
指導教授(外文):LIAO, CHUN-CHIEH
口試委員:鄭伶如毛筱艷廖俊杰
口試委員(外文):CHENG, LIN-JUMAO, HSIAO-YENLIAO, CHUN-CHIEH
口試日期:2020-06-12
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:75
中文關鍵詞:回饋型群眾募資幻影效應已售罄的早鳥優惠社會保證
外文關鍵詞:Reward-Based CrowdfundingPhantom EffectSold-Out Early BirdSocial Proof
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群眾募資在過去幾年形成一股潮流,眾多群眾募資平台在台灣開展起來。本研究主要探討在面對一個存在不確定性的未來投資計畫時,支持者被哪些理由與動機所驅動,願意從口袋中掏出錢來,成為最原始的首批資金挹注者。
本研究以網路問卷方式獲得數量化的資訊,再以結構方程模型(SEM)進行分析,共計395位填答者參與此次研究。
本研究藉由真實募資情境,並設計不同的優惠選項,探討支持者對群眾募資專案的出資意願。研究結果顯示,產品涉入以及產品受歡迎程度是影響出資意願之最主要因素。
藉由本研究,我們可以給新創事業的廠商及募資平台一些意見。對於廠商而言,應該把產品的品質放到首位,再去滿足消費者內心的期望值,給產品塑造正確的價值感,以此培養消費者的忠誠度,才能走得更加長遠;對於平台而言,需要思考如何制定好的行銷策略,募資前期推廣、募資上線後的持續追蹤,以及募資結束後的宣傳都有利於幫助募資計畫成功達標,甚至吸引支持者持續支持往後再發起的募資計畫。

Crowdfunding has become an important fundraising tool. In the current four types of crowdfunding, reward-based crowdfunding is especially important. The main purpose of this study is to discuss the reasons why backers are motivated when facing an uncertain future investment plan, and willing to become the most primitive fundraising participant. As for the situation of fundraising, in view of the prevalence of the pet economy, this study chose pet products. In this study, quantitative information was obtained through an online questionnaire, and then analyzed by structural equation modeling (SEM). A total of 395 respondents participated in the study.
The results of the study show that product involvement and product popularity are the most important factors that affect the willingness to invest. Through this study, we can give some advice to new venture manufacturers and fundraising platforms. For the manufacturer, the quality of the product should be the priority, and must also meet the needs of users; for the platform, a good marketing strategy is important, it includes early fundraising promotion, continuous tracking, and publicity after fundraising.

中文摘要 ..................... ii
英文摘要 ..................... iii
誌謝辭 ...................... iv
內容目錄 ..................... v
表目錄  ..................... vii
圖目錄  ..................... viii
第一章  緒論................... 9
  第一節  研究背景與動機............ 9
  第二節  研究目的............... 10
第二章  文獻探討................. 12
  第一節  群眾募資的定義與理論基礎....... 12
  第二節  群眾募資的現況............ 14
  第三節  回饋型群眾募資的定義......... 16
  第四節  影響參與群眾募資的動機........ 18
  第五節  出資意願............... 26
  第六節  寵物經濟及寵物產品.......... 27
  第七節  Pet Care陪特凱-智能寵物管家....... 31
  第八節  研究假設與架構............. 32
第三章  研究方法................. 39
  第一節  問卷設計............... 39
  第二節  抽樣設計............... 44
  第三節  統計方法............... 45
第四章  研究結果................. 46
  第一節  敘述性統計分析............ 46
  第二節  差異分析............... 49
  第三節  信度與效度分析............ 50
  第四節  路徑分析............... 54
第五章  結論與建議................ 57
  第一節  研究結論............... 57
  第二節  管理意涵............... 59
  第三節  研究限制及未來建議.......... 61
參考文獻 ..................... 62
附錄A  結構方程模型............... 76
附錄B  研究問卷................. 77

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Findit平台(2019),寵物經濟知多少?寵物食品及保健品發展現況與趨勢,來源:https://findit.org.tw/upload/research/research_20190719026.pdf

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陳沅平(2019),影響群眾募資專案贊助意圖之因素-以台灣群眾募資平台為例,中興大學科技管理研究所學位論文,1-51。

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