對群眾募資專案出資意圖影響因子之研究

Abstract

隨著網路科技的持續發展，匯集群眾的力量也變得更加容易，目前在國內外已有許多新創將群眾募資作為籌措資金的另一種管道，然而群眾募資作為新興產業議題，目前的學界對其理解依然相對有限，因此本研究旨在探討群眾募資環境中影響潛在贊助者之出資意圖的影響因子，透過融合創新擴散理論、效價理論、自我一致性與社會支持提出一個整合性的模型。 研究結果顯示相對利益、相容性與自我一致性對於潛在贊助者之出資意圖有正向影響；感知風險對於潛在贊助者之出資意圖有負向影響；自我一致性對於相容性有正向影響；社會支持對於感知風險有負向影響，本研究的結果驗證了模型的適合度，並且提供群眾募資產業如何吸引潛在贊助者的重點參考。

With rapid advancement of Internet Technology, applying the power of the crowd becomes much easier than before. Instead of targeting on a small group of professional investors, many startups take crowdfunding as a substitute financing source at home and abroad. As a fast-growing creative industry, however, the characteristics of crowdfunding have yet to be fully studied. In this research, a model based on concepts of valence theory, innovation theory, self-congruence and social support theory is created to examine the motivation of funders to support crowdfunding projects. In the empirical experiment, 148 valid questionnaires were collected. With the examination of reliability and validity, we utilize PLS-SEM to validate the factors affecting funder’s intention to support crowdfunding projects. Findings from the research are listed as follows. (1) Relative advantage, compatibility and self-congruence have significant positive effects on funder’s funding intention (2) Perceived risk has significant negative effects on funder’s funding intention (3) Self-congruence has significant positive effects on compatibility (4) Social support has significant negative effects on perceived risk