群眾募資平台的出現，讓過去只能從創投、天使投資、銀行借貸尋求資金的新創團隊，得以透過群眾募資平台，展示自己的理念、創意以及夢想計畫，向一般大眾尋求贊助投資。

過去群眾募資研究方向多著重於個人贊助動機或是專案提案者特質，並沒有將雙方關係納入研究，因此本研究試圖以贊助者與提案者之間的信任為出發點，探討何種因素將影響贊助者對交易對象的信任，以及信任是否會影響出資意圖。

研究結果發現(1)提案者能力、提案者聲譽、專案資訊品質、價值相似度、制度型信任對信任有顯著影響。(2)提案者能力對信任的影響大於其他因素。(3)贊助者對贊助對象的信任顯著影響出資意圖。(4)出資意圖與專案募資結果有顯著的相關。

Traditionally, start-up companies receive funding from venture capital, business angels or bank loans. Recently crowdfunding platforms add a new funding channel for new ideas, creative projects and attractive products from the general public.
Why people invest in crowdfunding projects is an interesting issue. Previous research has investigated several factors, such as funder's motivation and creator's characteristics, but not much has studied the underlying mechanism that affect the investment decision. In this research, we examine the issue from the relationship perspective. In particular, we focus on the role of trust in the investment decisions and factors that may affect funder's trust.
An experiment was designed and conducted based on historical crowdfunding projects in FlyingV, a major crowdfunding website in Taiwan. Our findings show that :(1) Creator's expertise, creator's reputation, project information quality, similarity and institution-based trust affect the funder's trust on project creators; (2) Creator's expertise is the major reason for people to build the trust; (3) Trust on creators affects the funder's intention to invest in crowdfunding projects; and (4) The revealed investment intention and the eventual fundraising success have significant correlations.

論文審定書 i
摘要 ii
Abstract iii
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與研究問題 1
第三節 研究流程 3
第四節 論文結構 4
第二章 文獻探討 5
第一節 群眾募資 5
第二節 理性行為理論 7
第三節 信任 9
第四節 專案類型 18
第五節 專案目標金額 19
第三章 研究架構與方法 19
第一節 研究架構 19
第二節 推論與假說 20
第三節 研究變項與操作型定義 23
第四節 實驗設計 30
第五節 資料分析方法 49
第四章 資料分析與討論 51
第一節 樣本結構 51
第二節 信度分析與效度分析 55
第三節 變數操弄設定 62
第四節 模型假說檢定與結果彙整 65
第五章 結論與建議 88
第一節 研究結論 88
第二節 研究貢獻 92
第三節 研究限制與未來方向 93
第六章 參考文獻 95
附錄一 問卷內容 102
附錄二 問卷情境網站 112
附錄三 問卷來源 113

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網站部分
Crowdsourcing.org，http://www.crowdsourcing.org/
FlyingV，http://www.flyingv.cc/
Massolution，http://www.massolution.com/
National Crowdfunding Association，www.nlcfa.org/
Crowdfunding's Potential for the Developing World，http://www.infodev.org/infodev-files/wb_crowdfundingreport-v12.pdf