臺灣博碩士論文加值系統

群眾募資是一種新興的現象，使創業家能夠透過大眾群體為專案募得必要資金。為了使募資專案成功，向潛在支持者傳達有效地想法以及資訊是非常重要的。其中，專案影片已經被認為是最重要，同時也是探索最少的元素。為了更好的理解專案影片對募資成功影響的因素，本篇論文進行兩項研究。研究一自群眾募資平台Kickstarter抓取3,292筆資料，並利用Microsoft Azure以及音樂軟體分析出結構化的資料，確認專案影片中的步調(Pacing)以及音樂節奏對贊助金額具有正向顯著影響。研究二進一步探討專案影片中的步調(Pacing)、音樂節奏和募資結果之間的關係，採用實驗室實驗法，並招募60名受測者觀看虛擬的群眾募資網站。實驗結果證明，專案影片的步調(Pacing)以及音樂節奏會正向影響觀看者的喚起程度和愉悅程度，是進而導致贊助意圖的關鍵因素。

Crowdfunding is an emerging phenomenon that enables entrepreneurs to raise the necessary funds from many individuals. In order to make fundraising projects successful, it is crucial to convey practical ideas to potential backers. Among signals in the campaign, the project video has been considered the most important but least explored element. Therefore, we conducted two studies to probe the factors influencing fundraising performance from the perspective of project videos. Study 1 crawled 3,292 data from Kickstarter, the largest online crowdfunding platform. Using Microsoft Azure and music analysis software as a structured data analysis tool, we find out that the pacing of the project video and the tempo of the background music positively affect the project fundraising performance. Study 2 recruited sixty experimental subjects to further explores the process mechanism of potential backers. The research result shows that the pacing of the project video and the music tempo positively affect the viewer's arousal and pleasure, which is the critical factor that affects the pledging intention.

目錄
一、研究背景、動機與目的 1
1.1 研究背景與動機 1
1.2研究目的 2
二、文獻探討 4
2.1 群眾募資 4
2.1.1群眾募資的定義 4
2.1.2專案成功的因素 5
2.1.3群眾募資影片相關研究 6
2.1.4群眾募資影片與說服理論 6
2.1.5群眾募資影片感知熱情與創新 7
2.1.6群眾募資影片與情感方面 9
2.1.7群眾募資中視覺、文字與語言信號 10
2.2 影片步調(PACING) 12
2.2.1有限容量模型(The Limited Capacity Model) 12
2.2.2影片步調的定義 12
2.2.3影片步調相關研究 13
2.2.4廣告步調和內容對資訊處理的影響 13
2.2.5廣告步調對觀看者注意力與記憶力的影響 14
2.3 音樂 16
2.3.1音樂的定義 16
2.3.2音樂相關研究 16
2.3.3音樂與消費者行為 16
2.3.4音樂與產品類別 18
2.3.5音樂與背景顏色 19
2.3.6音樂與性別 21
三、研究一 22
3.1研究模型與假說 22
3.1.1 影片步調 22
3.1.2音樂節奏 23
3.2假說驗證 23
3.2.1資料來源 23
3.2.2變數定義 23
3.2.3分析結果 24
3.3討論 26
四、研究二 27
4.1研究模型與假說 27
4.2變數的操作型定義與衡量方式 29
4.2.1自變數的操弄 30
4.2.2中介變數的衡量 30
4.2.3應變數的衡量 31
4.3實驗設計與流程 31
4.3.1實驗設計 31
4.3.2實驗情境設定 31
4.3.3實驗網站內容設計 32
4.3.4實驗對象 33
4.3.5實驗流程 34
4.4資料分析 34
4.4.1樣本基本資料分析 34
4.4.2敘述性統計資料分析 35
4.4.3問卷信效度分析 36
4.5分析結果 37
4.5.1操弄檢查 37
4.5.2假說驗證 38
五、結論與建議 40
5.1結論 40
5.2學術貢獻以及實務貢獻 41
5.3研究限制以及未來研究方向 42
參考文獻 43
圖目錄
圖1、群眾募資影片感知熱情與創新研究 8
圖2、音樂與產品類別研究 19
圖3、研究一模型圖 22
圖4、研究二模型圖 27
圖5、實驗說明頁面 32
圖6、虛擬募資網頁 33
圖7、實驗流程 34
圖8、研究模型路徑分析 39
表目錄
表1、交換(EXCHANGE)類型與規則定義 5
表2、群眾募資類型 5
表3、群眾募資成功因素 5
表4、非結構化資料的文獻 6
表5、變數名稱與定義 24
表6、迴歸分析 25
表7、模型一線性迴歸 25
表8、模型二線性迴歸 25
表9、模型三線性迴歸 26
表10、自變數、中介變數與應變數的操作型定義 29
表11、自變數的操作型定義 30
表12、喚起問項 30
表13、愉悅問項 31
表14、贊助意圖問項 31
表15、人口統計資料結構 35
表16、樣本敘述性統計資料 35
表17、KMO 與 Bartlett 檢定 36
表18、信度與收斂效度分析 37
表19、AVE平方根值與相關係數矩陣 37
表20、操作檢查分析 38
表21、變異數分析 38
表22、交互作用單變量分析 38
表23、假說分析資料 39

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