| 摘要註: |
群眾募資(crowdfunding)為人們透過網路公開向群眾徵求小額資金的贊助,或以獎勵、權力來交換小額資金的集資方式。相較於傳統募資,新興的群眾募資不僅讓募資者更容易集資,也讓社會大眾更容易認識募資者所提出之專案,小額的贊助相對也降低贊助者的風險,因而造成群眾募資網站日益增多,且群眾募資網站的類型相似,如何提昇贊助者之贊助意願,則成為重要的研究議題。本研究以社會認知理論為基礎,驗證在群眾募資網站中,贊助者對於專案贊助意圖的前因,以及認知風險之調節效果。經過四週的網路問卷發放,共取得268份有效問卷,並使用結構方程模式加以分析。研究結果顯示,贊助者若是對於自己在群眾募資網站,對於專案進行贊助之自我效能越高,其贊助意圖越高;贊助者期望贊助後可以從提案者獲得實質性獎勵的程度越高,也會更願意在該群眾募資網站上進行贊助;群眾募資網站所提供之服務品質越高,也會提昇贊助者在該群眾募資網站上進行贊助的意願。而贊助者的自尊對於其贊助意願則無顯著的影響;贊助者在進行贊助決策時所感受之風險在贊助自我效能、獎勵、自尊、網站服務品質對於贊助意圖之間的關係,亦無顯著之調節效果。本研究並依照研究結果提出學術意涵與管理意涵,以供學術界與實務界之參考。 Crowdfunding refers to websites for individuals who raise funds through relatively small contributions from relatively large number of individuals via the internet either in the form of donation or in exchange for some forms of rewards or rights. Compared with conventional fundraising resource, for project creators, online crowdfunding can make sponsors understand the idea of projects and then promote the projects, as well as get the comments and funding easily from the public; for sponsors, it can decrease the sponsoring risks. Hence, the crowdfunding Website become popular and grows rapidly. It is necessary to understand what factors raise the sponsorship intention. According to past studies, we adopted social cognitive theory and proposed a model to deal with the antecedents of sponsorship intention of crowdfunding context and a moderator of perceived risks. To better understand this result, we performed an empirical study of 268 users who participated in crowdfunding Website. Data were analyzed using structural equation modeling. The analytical results indicated that sponsorship self-efficacy, rewards, and website service quality, excluded self-esteem, can positively influence on sponsorship intention and perceived risks has no moderator effect on sponsorship self-efficacy, rewards, self-esteem, and website service quality relating to the sponsorship intention. Finally, we proposed managerial and theoretical implications based on the research findings. |