臺灣博碩士論文加值系統

本研究目的為探討影響募資專案成果的重要因素。群眾募資具有龐大的市場規模，隨著科技的不斷創新，群眾募資市場規模日益擴大，對於群眾募資的需求也持續增長，本研究收集了群眾募資平台 2012 年 2 月至 2023 年 3 月之募資專案，本研究共分為兩部分，第一部分針對募資平台所提供的專案基本資訊，透過羅吉斯迴歸及線性迴歸模型將找出影響募資專案成功達標與募資專案金額的重要因素；第二部分針對專案封面圖片特徵，以刺激-機制-回應 (S-O-R) 模型作為研究基礎架構，透過深度學習模型萃取圖片情感特徵及可記憶性特徵，檢驗圖片情感特徵與圖片可記憶性特徵之中介效果，了解影響募資成效的消費者感知過程。
研究結果發現，針對專案基本資訊的分析中，專案靜態圖片數量、專案影片數量、專案動態圖片數量、專案更新次數、專案常見問題數量、專案留言問題數量、專案回饋方案數量及專案社群媒體數量等特徵對於募資成果有著顯著正向影響。針對專案封面圖片的分析中，募資專案封面圖片包含文字時會產生滿意的情感，並提升圖片可記憶性，進而對募資成果有著顯著正向影響。在募資專案封面圖片包含募資進度資訊時會提升圖片可記憶性，對於募資成果也有正向影響，而募資專案封面圖片為黑白灰主色調會抑制滿意的情感，進而對募資成果有著顯著負向影響。
本研究在學術上闡明專案封面圖片的情感及可記憶性在募資成效上發揮關鍵作用，在實務貢獻上，本研究結果提供了影響募資專案的重要因素，可使提案人了解影響潛在贊助人的偏好，協助提案人針對募資計畫與設計進行改進，以利提案人做出更吸引觀眾的內容提高潛在贊助人的支持意願，有助於提升募資專案之成功機率。

The purpose of this study is to explore the important factors that influence the outcome of fundraising projects. This study collected fundraising projects from February 2012 to March 2023 from the crowdfunding platform. The study is divided into two parts. The first part focuses on the basic information provided by crowdfunding platform, and through logistic regression and linear regression models, it identifies the important factors that affect the success and amount of funding raised. The second part examines the features of project thumbnail images using the Stimulus-Organism-Response (S-O-R) model as a research framework. Deep learning models are used to extract emotional and memorability features from the images, and the mediating effects of emotional and memorability features are examined to understand the consumer perception process that influences crowdfunding effectiveness.
The results showed that the project basic messages, including the number of static images, the number of videos, the number of dynamic images, the number of project updates, the number of frequently asked questions, the number of questions, the number of project plans and the number of social media, all had a significantly positive impact on the fundraising performance. In the analysis of the project thumbnail images, project thumbnail images with the text increased contentment and memorability, which in turn led to the fundraising performance. Moreover, project thumbnail images with fundraising progress information enhanced image memorability, further contributing positively to fundraising performance. In addition, project thumbnail images with black, white, or gray color tone inhibited contentment, leading to a significantly negative impact on crowdfunding outcomes.
This study contributes to the academic understanding of the critical role that sentiment and memorability aspects of project thumbnail images play in crowdfunding effectiveness. In practical terms, the research results provide important factors that influence crowdfunding projects. They enable project creators to understand the preferences of potential backers, assisting them in improving their crowdfunding plans and designs. This, in turn, allows project creators to produce more appealing content that increases potential backers' support and enhances the probability of crowdfunding project success.

摘要i
Abstractii
目錄iii
圖目錄iv
表目錄v
第一章 緒論1
第一節研究背景1
第二節研究動機與問題2
第三節預期研究貢獻4
第二章 文獻回顧6
第一節群眾募資6
第二節影響募資專案成功因素7
第三節Stimulus-Organism-Response (S-O-R) 模型10
第三章 研究方法16
第一節研究設計及架構16
第二節專案基本資訊說明17
第三節圖片情感特徵說明18
第四節變數特徵說明20
第五節假設驗證及統計分析23
第四章 研究結果與討論26
第一節 專案基本資訊分析26
第二節 專案封面圖片資訊分析32
第五章 研究結論與建議54
第一節 研究結果54
第二節 理論意涵58
第三節管理意涵58
第四節 研究限制與未來建議59
參考文獻61
附錄71

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張欣愉. (2022). 基於文本及圖像特徵預測群眾募資專案成功-以Kickstarter和嘖嘖為例 https://hdl.handle.net/11296/eygk45

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