题名

線上群眾募資平台之參與意圖與行為之影響因素

并列篇名

The Influencing Factors of the Intention and Behavior of Participating in Online Crowdfunding

作者

曾紀幸(Chi-Hsing Tseng)；林子娟(Zih-Jyuan Lin)；郭信智(Hsin-Chih Kuo)

关键词

線上群眾募資 ； 計畫行為理論 ； 微型創業 ； flyingV ； 嘖嘖 ； online crowdfunding ； theory of planned behavior ； micro-entrepreneurs ； flying V ； Zeczec

期刊名称

行銷評論

卷期/出版年月

14卷3期（2017 / 09 / 01）

页次

231 - 262

内容语文

繁體中文
中文摘要

近年來，微型企業與個人創業開始蓬勃發展，但微型創業者最大的困難即在於資金的獲取。隨著資訊科技的發展，線上群眾募資平台悄悄地成為微型創業者的重要募資來源。線上群眾募資平台有別於傳統的金融機構，募資方式打破借與貸的框架，取而代之的是參與者的贊助或投資。線上群眾募資平台乃是新興的募資方式，相關的參與者行為研究仍相當有限。本研究以台灣參與募資平台者為研究對象，從計畫行為理論(TPB)解釋參與者的行為。研究結果發現TPB模式可部分解釋參與者的行為。參與者的態度、主觀規範、知覺行為控制對其參與意圖以及實際行為都有顯著的正向影響，但是意圖不具有中介效果，甚至意圖對行為的解釋力還不如主觀規範與知覺行為控制。為了補充TPB模式中有關意圖到行為的研究缺口，本研究納入人格特質作為調節變數，研究發現外向人格特質，將使意圖對行為的解釋更顯著。因此，本研究對TPB有理論精練的貢獻，對於企圖從募資平台獲取資金的微型創業家亦能提供管理涵義。
英文摘要

In recent years, micro-enterprises and individual entrepreneurship have begun to flourish. However, obtaining enough funds is the most difficult issue for micro-entrepreneurs. As the development of information technology, online crowdfunding platforms have become an important source for raising capital. Online crowdfunding platforms are different from the traditional financial institutions. The fundraising approach breaks the borrowing and lending framework and replaces it with the sponsorship or investment of the participants. Online crowdfunding is an emerging fund-raising approach, therefore relevant studies of participation behavior is still limited. This research applied the Theory of Planned Behavior (TPB) to explore Taiwan’s participation behavior in online crowdfunding platforms. We found that the TPB model can partly explained the behavior of the participants. Although participants’ attitude, subjective norm, and perceived behavioral control will positively affect their intention and actual behavior, the mediation effect of intention is not supported. Even the power of intention to explain the behavior is less than subjective norm and perceived behavioral control. To remedy the research gap of the influence of intention on behavior, this research adopted personality traits as moderator variables. We found that extraversion will enhance the relation between intention and behavior. This study contributes to the theoretical refinement of the TPB; meanwhile the research provide insight for those who are intend to raise fund through online crowdfunding platforms.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
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