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系統識別號 U0026-0202201817465600
論文名稱(中文) Intention to Participate in a Crowdfunding Campaign: A Language Expectancy and Message Framing Perspective
論文名稱(英文) Intention to Participate in a Crowdfunding Campaign: A Language Expectancy and Message Framing Perspective
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 106
學期 1
出版年 107
研究生(中文) 何瑞克
研究生(英文) Frank Ruben Bloemhof
學號 RA6047489
學位類別 碩士
語文別 英文
論文頁數 61頁
口試委員 指導教授-王鈿
召集委員-陳正忠
口試委員-高如妃
中文關鍵字 None 
英文關鍵字 Language Expectancy Theory  Message Framing  Crowdfunding  Involvement  Hedonic Product Types  Utilitarian Product Types 
學科別分類
中文摘要 none
英文摘要 Crowdfunding is a way for entrepreneurs and young startups to gather the funds required to start their businesses. This topic has been receiving more and more attention in the academic world, but a lot of questions about success factors still remain. One such lacking success factor is the use of language. In the following research, different linguistic theories are used in cooperation with each other: Language Expectancy Theory and Message Framing. In combination with several other theories, this was applied to analyze how linguistic characteristics influence people’s intention to participate in a crowdfunding campaign. This study is an experimental research. Affect intensity and lexical complexity were used as independent variables in combination with hedonic and utilitarian products. Involvement was found not be a partial mediator for either utilitarian products or for hedonic products. It was found that lexical complexity has a statistically significant effect on intention to participate for hedonic products.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.1.1 Research Background. 1
1.1.2 Research Motivation. 3
1.2 Research Objectives and Contribution. 4
1.2.1 Research Objectives. 4
1.2.2 Research Contributions. 5
1.3 Research Design. 5
CHAPTER TWO LITERATURE REVIEW 8
2.1 The Importance of Crowdfunding. 8
2.2 Theoretical Background. 9
2.2.2 Message Framing. 11
2.2.3 Language Expectancy Theory. 13
2.2.4 Hedonic vs Utilitarian Products. 15
2.2.5 Elaboration Likelihood Model. 16
2.2.1 History and Background of Crowdfunding. 18
2.3 Hypothesis Development. 19
2.3.1 Message Framing as Independent Variables. 20
2.3.2 Involvement as a Mediator. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Conceptual Framework. 26
3.2 Summary of Hypotheses. 27
3.3 Research Design. 27
3.4 Stimuli Development. 28
3.5 Definition of Variables. 28
CHAPTER FOUR RESULTS 31
4.1 Pretest 1a Utilitarian Products. 31
4.2 Pretest 1b Hedonic Products 34
4.3 Pretest 2a Campaign Description Design Water Filter. 35
4.4 Pretest 2b Campaign Description Design Videogame. 38
4.5 Study 1: Utilitarian Product Water Filter. 39
4.6 Study 2: Hedonic Product Videogame. 44
CHAPTER FIVE DISCUSSION AND CONCLUSION 50
5.1 Research Discussion and Conclusions. 50
5.2 Theoretical Implications. 51
5.3 Managerial Implications. 52
5.4 Research Limitations and Recommendations for Future Research. 53
REFERENCES 55
APPENDICES 58
Appendix 1: Web of Science comparisons 58
Appendix 2: Measurement Items 59
Appendix 3: Final full descriptions – Videogame 61

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