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框架效應與善因行銷對群眾募資贊助意圖之影響 = The Effects ...

劉立德

框架效應與善因行銷對群眾募資贊助意圖之影響 = The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors' Intentions

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors' Intentions
作者:	劉立德,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2015[民104]
面頁冊數:	[6]，44葉圖，表 : 30公分;
標題:	群眾募資
標題:	Crowdfunding
電子資源:	https://hdl.handle.net/11296/2bv79p
附註:	109年11月18日公開
摘要註:	近年來,群眾募資的出現提供創業者一個新興的募資管道,而不再受限於傳統的募資管道,例如:從資深投資者獲得資金挹注。在群眾募資中,網路上的使用者只能透過群眾募資專案所呈現的內容資訊來評估是否要進行贊助,因此,專案的內容是否能夠抓住使用者的目光進而說服使用者願意贊助,對於提案者與平台管理者是一項十分重要的議題。本研究主要探討在群眾募資專案中,專案內容的描述方式對於贊助者的贊助意圖之影響。本研究透過實驗法探討不同框架對於贊助意圖之影響,以及善因行銷與不同框架的交互作用對於贊助意圖之影響。研究結果發現,募資提案在屬性框架的描述下,負面屬性框架對於贊助意願的效果上,皆顯著高於正面屬性框架;而募資提案在目標框架的描述下,正面目標框架與負面目標框架對於贊助意圖則無顯著差異。當群眾募資提案內容為屬性框架的描述時,加入善因行銷的確可以有效提升贊助意願。本研究也依據研究結果提出學術意涵、實務意涵、以及未來研究建議供學術界與業界之參考。 In recent years, crowdfunding sprang up and became a new way to raise funds from the public instead of senior investors. In Crowdfunding, project creator can only persuade people to sponsor the project by the project's content and information. Hence, project itself is attractive and persuasive or not turns on a big issue to project creators and platform managers. This study investigates the effect on sponsors' intention by describing the crowdfunding project's content in different ways. We develop a framework to examine the effects of framing effect and cause-related marketing on crowdfunding sponsors' intentions. The results show that a crowdfunding project which is described by negative attribute frame has significance effect on sponsors' intention than positive attribute frame. But goal framing does no effect on sponsors' intention. The crowdfunding project which is described by attribute frame added with cause-related marketing has significance effect on sponsors' intention than the one without cause-related marketing. We advise the theoretical implication, managerial implication and suggestions for future research according to our results.

框架效應與善因行銷對群眾募資贊助意圖之影響 = The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors' Intentions
劉, 立德

框架效應與善因行銷對群眾募資贊助意圖之影響 = The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors' Intentions / 劉立德撰 - [高雄市] : 撰者, 2015[民104]. - [6]，44葉 ; 圖，表 ; 30公分.
109年11月18日公開.
參考書目：葉29-32.
群眾募資Crowdfunding

框架效應與善因行銷對群眾募資贊助意圖之影響 = The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors' Intentions
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