網絡公益眾籌平臺信任因素之探究-以水滴籌平臺為例

Abstract

網路公益眾籌平台在民眾面對突發重病大病時，提供生命救助通道。作為公益性質的眾籌平台，民眾的信任是平台生存之基和競爭力之核心，修復民眾對平台的信任有助於提升平台的品質和效率，維護公益眾籌平台的形象。因此，了解當前民眾對於網路公益眾籌平台的信任程度，探索如何修復民眾對於平台的信任，是很重要的議題。 本研究以「水滴籌」平台作為網路公益眾籌平台的代表，探究民眾對於公益眾籌平台的信任程度和信任修復策略實施後的效果。本研究採用文獻分析法通過對以往文獻的分析，整理出「誠信服務」、「公開透明」、「情緒關懷」和「推薦意向」四個維度對當前民眾之於平台的信任程度進行探究。並通過對信任違背、信任修復相關議題文獻之整理，梳理出當前常用的三種類型修復策略，分別為「情感性修復」、「資訊性修復」和「功能性修復」。此外，在此前學者的研究成果中，本研究找到適合分析「信任結構」和「信任修復」的量表，在反復試驗的基礎上進行了調整與修改，得到適合本次研究的量表。 將研究架構搭建完畢後，本研究利用問卷調查法實施研究。通過在問卷星平台上發放問卷的方式，收集問卷。問卷除詢問被調查者的人口特征變數和社會經濟階層外，分別調查民眾對於信任機構，及「誠信服務」、「公開透明」、「情緒關懷」和「推薦意向」四個維度的評價，以及三種信任修復策略對「再捐意願」的影響。 研究結果發現，當前民眾對於水滴籌平台的信任程度較高，但仍存在一定的上升空間，結合相關文獻，明確平台法律定位和健全監督管理機制是有效提升平台信任結構之方法；在信任修復面向，情感性修復並不對民眾的「再捐意願」產生影響，資訊性修復和功能性修復則正向影響民眾的「再捐意願」。因此，在進行信任修復時，不能僅依賴口頭道歉、找理由等情感性方式，需要更多的採用資訊性、功能性修復策略，及時發佈相關資訊，給予民眾實質性的補償等。如賠償符合民眾預期的金錢，並及時公佈並更新事件處理程序，公開透明。若平台的內部資訊和外部的監督進一步加強，可以更好的修復民眾對平台之信任。 最後，若未來研究欲在本研究之基礎上衍生，在信任修復策略面向，可以詳細深化每種信任修復策略中每一個措施的作用，如在資訊性修復策略中，詳細探討及時公開資訊之措施和請第三方做佐證之措施效果的異同。使研究結果更加精確；在研究方法部分，本研究主要使用的是量化研究方法，未來研究可以適當結合質化的研究方法；此外本研究數據主要為橫截面數據，未來研究通過長期的資料追蹤等形式獲取縱向之研究數據，以獲取更加深入的結論。

關鍵字：水滴籌、公益眾籌、信任、信任修復、問卷調查

The Internet public welfare crowdfunding platform provides life rescue channels when people face sudden serious illnesses and serious illnesses. As a public welfare crowdfunding platform, the trust of the people is the foundation of the platform's survival and the core of its competitiveness, and restoring the public's trust in the platform will help improve the quality and efficiency of the platform and maintain the image of the public welfare crowdfunding platform. Therefore, it is important to understand the current level of public trust in the Internet public welfare crowdfunding platform and explore how to restore the public's trust in the platform. In this study, the "shuidichou" platform is used as a representative of the Internet public welfare crowdfunding platform to explore the degree of trust in the public welfare crowdfunding platform and the effect of the trust restore strategy after implementation. This study uses the literature analysis method to analyze the previous literature and sorts out the four dimensions of "honest service", "openness and transparency", "emotional care" and "recommendation intention", and explores the current degree of trust in the platform. Through the collation of the literature on issues related to trust violation and trust restore, three commonly used types of restore strategies are sorted out, namely "emotional restore", "informational restore" and "functional restore". In addition, in the research results of previous scholars, this study found a scale suitable for analyzing the "trust structure" and "trust restore", and adjusted and modified it on the basis of repeated trials to obtain a scale suitable for this study. After the research framework is established, the study is conducted using the questionnaire method. Collect questionnaires by distributing questionnaires on the Questionnaire Star platform. In addition to asking respondents about the demographic characteristics and socioeconomic class, the questionnaire investigated the public's evaluation of trust institutions, as well as the four dimensions of "honest service", "open and transparent", "emotional care" and "recommendation intention", and the impact of three trust restore strategies on "recommendation intention". The research results found that the current public's trust in the shuidichou platform is high, but there is still a certain room for growth, combined with the relevant literature, clarifying the legal positioning of the platform and improving the supervision and management mechanism is the way to effectively enhance the trust structure of the platform; In the aspect of trust restore, emotional restore does not have an impact on the "recommendation intention" of the people, and information restore and functional restore are affecting the "recommendation intention" of the people. Therefore, when carrying out trust restore, we cannot rely only on emotional methods such as verbal apologies and finding reasons, but need to adopt more informational and functional restore strategies, release relevant information in a timely manner, and give substantial compensation to the public. If the compensation meets the expectations of the public, and timely announcement and update of the procedures for handling the incident, open and transparent. If the internal information and external supervision of the platform are further strengthened, the public's trust in the platform can be better restored. Finally, if future research is to be derived from this study, in the direction of trust restore strategy, the role of each measure in each trust restore strategy can be deepened in detail, such as in the information restore strategy, the similarities and differences between the timely disclosure of information measures and the effect of the measures to ask third parties to support it. Make the findings more precise; In the research methods section, this study mainly uses quantitative research methods, and future research can be appropriately combined with qualitative research methods; In addition, the data in this study are mainly cross-sectional data, and future studies will obtain longitudinal research data through long-term data tracking and other forms to obtain more in-depth conclusions.

Keywords: shuidichou crowdfunding, public welfare crowdfunding, trust, trust restore, questionnaire survey