探討群眾募資中社會資本之影響效果
Examining the Effects of Social Capital in Crowdfunding

頁數:121-146

作者:蕭丞傑、游翊宏

Author:Cheng-Chieh Hsiao,Yi-Hung Yu

關鍵詞:群眾募資、社會資本、成效、持續使用意願、創意傳播

Keywords:crowdfunding, social capital, effectiveness, continuance intention, creativity communication

中文摘要:

近年來,群眾募資的發展越來越快速,許多微型創業家也都選擇透過這個管道傳 播自己的創意或理念。為了瞭解目前台灣群眾募資使用之實務現況,本研究以社會資 本理論為基礎,探討群眾募資中社會資本對於募資成效及持續使用意圖之影響效果, 本研究自台灣群眾募資平台上蒐集了 160 份成功專案團隊之問卷資料及平台數據資料進行分析。研究結果發現結構資本及認知資本會正向影響專案成效,而關係資本與認知資本則會正向影響持續使用意願。本研究一方面延伸過去研究運用多重資料來源檢 驗社會資本對群眾募資的影響,另一方面,本研究基於研究結果建議群眾募資平台應提供更多機制幫助發起者與贊助者之溝通與互動,以提升創意傳播的成效。

Abstract:

To understand the practice of crowdfunding in Taiwan, this study draws upon social capital theory to examine the effects of social capital on project effectiveness and continuance intention in crowdfunding. After analyzing data collected via self-reported questionnaires and platform statistics from 160 successful project teams on crowdfunding platforms, the results show that structural and cognitive aspects of social capital are related positively to project performance, whereas relational and cognitive aspects of social capital are associated positively with continuance intention to use the crowdfunding platform. On one hand, this study contributes to extant research by collecting empirical data from multiple sources to examine the influence of social capital in crowdfunding. On the other hand, this study recommends crowdfunding platform managers to provide more mechanisms to help project starters to communicate and interact with their supporters for better effectiveness of creativity communication.

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