| 摘要: | 近期在虛擬網路社群（Virtual Community）興起下，全球掀起一波透過網路籌措資金，讓理想成真的群眾募資（Crowdfunding）。根據Massolution（2015）市調公司之調查報告顯示，2015年募資總額達34.4億美元，為 2014年募資總額的兩倍，可謂成長快速，然而，無論國內外群眾募資平台平均成功率皆低於五成，因此，本研究的目的是探討專案成功的影響因素，主要探討專案內容、提案者特質與公共議題群眾募資成功之關聯性。以 flyingV群眾募資平台上，在2017年2月20日前已結束之公共議題專案為本研究標的，將專案內容與提案者介紹經內容分析後，按照專案解決目的、解決方法、解決對象等向度，分別將專案歸類，再將內容分析取得的變項，及提案者特質相關變項，進行邏輯斯迴歸分析，檢驗其對群眾募資成功與否的影響。研究結果發現，當解決對象訴求為動物、解決問題涉及社會資源和民主與政治等議題、或解決方法訴求直接以資金解決問題時，募資成功的機會較高。此外，提案者特質對專案募資成功亦有顯著關係，當提案者贊助其他專案的次數越多則其專案募資成功的可能性增加。本研究結果主要提供政府機關、專業組織或團體在眾籌平台上，如何成功取得財務資源的參考。
The rise of the virtual community, the word set off a wave through the Internet to raise funds. Crowdfunding make the ideal come true. According to Massolution.com (2015), the total global fundraising doubled to US$34.4 billion in 2015 from US$16.2 billion in 2014. Can be described as fast growth. However, the success rate of crowdfunding projects on most platforms is less than 50%. Therefore, this study explores the relationships between project characteristics, sponsor characteristics, and crowdfunding success for the public issues. In this study, the public issues was the subject of the study, which was completed by the crowdfunding platform of the flyingV before February 20, 2017. The contents of the project and the sponsor introduced by the content analysis, according to the project to solve the purpose of the solution, to solve the object and other dimensions, respectively, the project classification, and then the content analysis of the variables, and the proposer characteristics related variables, Logistic regression analysis to test its impact on the success of the fundraising. The results of the study found that when the solution to the object for the animal, solve the problem involving social resources and democracy and politics and other issues, or solutions directly to the funds to solve the problem, the project financing opportunities for higher success. In addition, the sponsor trait has a significant relationship to the success of the project fundraising. When the sponsor invests in other projects, the more his project has succeeded. The results of this study mainly provide government agencies, professional organizations or groups in the public platform, how to successfully obtain financial resources for reference. |
