回饋型募資平台之群眾知覺價值與使用互動性對其贊助意願影響之研究

Abstract

回饋型群眾募資平台的興起，成為具有創意想法提案者募資的重要管道，亦促進理念的推廣。民眾可以透過平台參與募資，對有興趣支持的提案做出貢獻並給予贊助。本研究旨在探討回饋型募資平台之群眾知覺價值與使用互動性對其贊助意願之影響。經由文獻歸納，將知覺價值主構面分為體驗價值與實用價值，使用互動性則分為人機互動與人際互動。透過網路問卷調查，獲得336份有效問卷。再以統計方式進行資料分析，並根據結果，給予回饋型群眾募資平台經營業者、設計者、提案者，以及後續研究者建議，以供相關領域參考。茲將本研究重要發現分述如下：

一、在群眾知覺價值中，享樂價值以「覺得滿足」、社會價值以「覺得獲得他人認同」、資訊價值以「覺得認識新事物」、功利價值以「覺得便利」，對群眾贊助意願影響較大。

二、在群眾互動性中，回應性以「可以從系統取得可信的回應」、操控性以「可以連結系統各功能或頁面」、參與性以「可以評論」、社群性以「可以認識同好」，對群眾贊助意願影響較大。

三、「實用價值」在對群眾贊助意願的影響上，顯著高於「體驗價值」；而「人機互動」則顯著高於「人際互動」。

四、不同性別群眾在「享樂價值」、「社會價值」、「操控性」對贊助意願達顯著差異；不同平台使用頻率群眾在「享樂價值」、「功利價值」對贊助意願達顯著差異；不同贊助經驗群眾在「享樂價值」、「資訊價值」、「功利價值」、「操控性」、「參與性」對贊助意願達顯著差異。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.”