過去新創公司或是有想法的創業家，只能從創投公司、投資天使人、銀行貸款等方面取得創業資金，但現在創業家可以受透過群眾募資平台取得創業資金。群眾募資平台提供有夢想卻缺乏資金的創業者一個募資管道，將自己的設計概念、企劃提案放置平台，使網路上的群眾能夠看到他的想法，並依個人喜好支持這些專案，並在專案募資成功後獲得回饋。雖然在台灣群眾募資的概念對台灣人來說仍是個新穎的議題，但隨著社群網路的發展及新聞媒體的宣傳，群眾募資也越來越廣為人知。
本研究藉由不同類型及內容的專案情境，探討網路使用者對群眾募資專案出資的動機及專案特性對出資態度及出資意圖所產生的影響。結果發現：(1) 群眾募資平台上的為專案出資的意圖多是出於幫助他人且不求回報的內在動機。(2) 贊助者在決定是否對專案出資時，會注意專案品質、專案適配性及專案的目標募資金額。(3) 專案屬性對出資態度的影響大於贊助者的動機。 (4)贊助者在面對不同類型或不同程度目標募資金額之專案時，動機及專案屬性影響出資態度的程度也會有所不同。

Traditionally, start-up companies and entrepreneurs who have ideas to start business receive investments from venture capital, business angels or bank loan. Now, Entrepreneurs can show their business plans on Crowdfunding websites to attract investors. Once the requested funding amount is reached, the project will be implemented and the investors will get the reward promised by the entrepreneur. This kind of platform has been increasingly popular, but the risk is usually high for the investors. Not much research has investigated what factors may affect investors intention to support projects on crowdfunding websites.
In this paper, we investigate several factors that may affect funder’s intention to support Crowdfunding projects, including individual motivation and the nature of the project. The results show that: (1) Intrinsic motivation is the major motivation for people to support these projects; (2) Project quality, fit of their interests and the fundraising goal are factors that affect crowd funder’s funding intention; (3) The nature of the project is more influential than personal motivation on attitude toward funding a project; (4) Funding attitude and intention are moderated by different types and different funding levels of the project.

論文審定書　i
誌謝 ii
摘要 iii
Abstract iv
表次 iv
圖次 vi
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 論文架構 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 動機理論 8
第四節 專案屬性 12
第五節 專案類型 14
第三章 研究架構與方法 16
第一節 研究架構 16
第二節 推論與假說 17
第三節 研究變項與操作型定義 18
第四節 實驗設計 25
第五節 資料分析方法 26
第四章 資料分析與討論 31
第一節 樣本資料之基本檢定分析與描述 31
第二節 信度分析與效度分析 36
第三節 共同方法變異分析 43
第四節 模型假說檢定與結果彙整 43
第五節 研究結果整理 58
第五章 結論與建議 62
第一節 研究結論 62
第二節 研究貢獻 65
第三節 研究限制 66
第四節 未來研究方向 67
第六章 參考文獻 69
附錄一 問卷內容 77
附錄二 問卷情境網站 88
附錄三 問卷來源 91

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