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系統識別號 U0026-1608201718391800
論文名稱(中文) 以募資平台專案類型為基礎之關鍵成功因素分析
論文名稱(英文) A Study on Key Success Factors Analysis For Crowdfunding Platform’s Project Categories
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 104
學期 2
出版年 105
研究生(中文) 黃玟慧
研究生(英文) Wen-Hui Huang
學號 p36034014
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-陸定邦
口試委員-陳連福
口試委員-周君瑞
中文關鍵字 群眾募資平台  專案類型  專案因素  社會文化  設計商品 
英文關鍵字 Crowdfunding  Project category  Project factors  Social culture  Design product 
學科別分類
中文摘要 群眾募資已成為新興創業資金來源之一,從2010年開始有許多學者進行相關研究,例如探討募資專案成功因素或是提案動機等,但仍無從「專案類型」的角度切入探討不同類型專案的提案因素差異,因此本研究透過文獻探討與專家訪談,萃取群眾募資平台中社會文化與設計商品類型之成功專案因素,討論專案因素意義層面,再透過問卷調查贊助者針對專案因素之意義分類與影響贊助意願之程度。

本研究由專家訪談將因素分成共同因素、社會文化與設計商品成功因素三區塊共24項,在專案因素意義層面中,贊助者認為信任感與價值感最為重要,且有10個專案因素用於提升贊助者信任感。別於其他研究,本研究新發現兩類型高度影響贊助者贊助意願之專案因素,社會文化類型為「提供完整資金或預算規劃」,清楚的金錢規劃與應用讓贊助者放心並願意贊助; 設計商品類型為「提供實體產品受測資訊或影片」,透過真實產品的測試或試用者感想回饋增加對專案信任感,進而贊助。最後,本研究將專案因素結果轉換為一評分表,提案者可透過客觀的第三方評分自身專案與已成功專案之因素品質,其結果可使專案提案者發現自己與他人相較下的不足之處,在有限資源內,有效率操控最重要的專案因素,精進專案內容,吸引贊助者目光,或結合不同類型的重要專案因素產生複合式專案,吸引更多層面的贊助者,提高贊助意願,增加專案成功機率。
英文摘要 Crowdfunding has become one of the new entrepreneur capital sources. Starting in 2010, many scholars have related research, such as explore the success factors or proposals motivation, but there is less research on the "project category" to explore whether different types of projects have different successful project factors. Thus, this study did the literature review and interviews with experts to extract social culture and design project’s factors and also know the key feelings of evaluating project success rate. Then, through a questionnaire for project sponsor, we know factors’ significance and impact on sponsors.

The study found that two different types of projects have some different success factors. And these factors in the significance level, the sponsors think that the most important feeling is trust. Also, according to the research, we found most of the project factors are used to enhance the sense of trust to sponsors. Two types of highly influential factors on sponsors to attract them sponsor the project, the socio-cultural type is "to provide complete funding or budget planning"; design product type is "to provide testing information or video of the real product." Moreover, the research found more useful project factors than other research.

The last, we turned all the research result into a “review table.” Using the table with an objective rating, proponents can compare self-project with an already successful project to know which part of the content is not as good as others. The results may contribute to the future proponents who within the limited resources can select the most important factor in the project for attracting more sponsors.
論文目次 摘要 i
SUMMARY ii
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURE vii

CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 2
1.3 The Framework of Research 3

CHAPTER 2 LITERATURE REVIEW 4
2.1 Crowdfunding 4
2.2 Crowdfunding Platform 4
2.2.1 Marketing Overview 4
2.2.2 Types of Crowdfunding 5
2.2.3 Donations and Feedback Based Operation Mode 5
2.3 FlyingV 6
2.3.1 FlyingV Marketing Overview 6
2.3.2 FlyingV Project Category 7
2.4 Successful Factors Literature 8
2.4.1 Basic Factors of Successful Projects 8
2.4.2 Proponent’s Motivation 8
2.4.3 Sponsor’s Motivation 9
2.5 Conclusion 9

CHAPTER 3 RESEARCH METHOD 11
3.1 Research Content and Process 11
3.2 Project Success Factors Extraction And Integration 13
3.2.1 Research Project Category 13
3.2.2 Definition of Successful Projects 14
3.2.3 Factors Extraction and Sorting 16
3.3 Experts Interview 17
3.3.1 Interviewed Experts Selection 17
3.3.2 Project Factors Verification 18
3.3.3 Project Factors Discussion and Classification 18
3.4 Project Factors Effect Sponsor’s Willingness 19
3.4.1 Questionnaire Objects 19
3.4.2 The Questionnaire and Analysis 20

CHAPTER 4 RESEARCH RESULT 22
4.1 Preliminary Results of The Project Factors 22
4.2 The Project Factors Verification: Experts Interview 23
4.2.1 The List of Entire Project Factors 23
4.2.2 Four Feelings of Project Evaluation 28
4.2.3 Classify Project Factors 30
4.3 Sponsors’ Questionnaires Result 32
4.3.1 Project Factors’ Feeling 32
4.3.2 Feelings’ importance Sequence 34
4.3.3 The degree of factor’s influence 35
4.4 Comprehensive Analysis and Discussion 42
4.4.1 The test result of factors scorecard 46

CHAPTER 5 CONCLUSION AND SUGGESSTION 57

REFERENCES 60

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