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A study of perceived value and interactivity of reward-based crowdfunding platform to affect participants’ sponsor intention
The rise of reward-based crowdfunding platforms has not only become an important channel for proposers with creative ideas to fundraise, but also contributed to the promotion of ideas. People can participate in crowdfunding process through various platforms, and sponsor some proposals in which they are interested. The purpose of this study is to explore the effects of perceived value and interactivity of reward-based crowdfunding platforms on participants’ sponsor intention. According to relevant literature, the perceived value is divided into two main facets, practical values and experiential values. Interactivity is divided human-computer interaction and interpersonal interaction. Through the Internet, there are 336 valid questionnaires collected. The data is analyzed with statistic method, and based on the results, this study may provide suggestions for platform operators, designers, proposers, and follow-up research in related fields. The major findings are as follows: 1. Among perceived values, “feeling content” in hedonic values, “feeling approved by others” in social values, “feeling of knowing new things” in information values, and “feeling convenient” in utilitarian values have a greater impact on participants’ sponsor intention. 2. Among interactivity, “getting credible response from the system” in responsiveness, “linking to other functions or pages in the system” in controllability, “making comments” in participation, and “meeting fellows” in community have a greater impact on participants’ sponsor intention. 3. The impact of “practical values” on participants’ sponsor intention is significantly higher than the “experiential values”; and “human-computer interaction” is significantly over “interpersonal interaction.” 4. Participants of different genders show significant difference toward their sponsor intention in terms of “hedonic values”, “social values”, and “controllability;’’ participants of different frequency of using the platforms show significant difference toward their sponsor intention in “hedonic values” and “utilitarian values;” participants of different experience in sponsorship show significant difference toward their sponsor intention in “hedonic values”, “information values”, “controllability”, and “participation.”
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