| Summary: | 碩士 === 國立臺北大學 === 金融與合作經營學系 === 105 === In recent years,crowdfunding rises up speadily all over the world.There are variety of projects on the crowd funding platforms. Unfortunately,some projects cannot be successfully fundraising as creator's predictions. Some research pointed out that sponsor's motivation and personalities influenced their intention to be a sponsor. In this thesis, we try to figure out what factors can influence the success of a project and the relationship between sponsor's motivation, personality and intention. Moreover, we also eager to find other factors that influence sponsor's willing to sponsor the project. Our target is young generation which aged 18-40 years old. We collected 287 valid samples form internet questionnaire and use path analysis to analyze significant influence factors of reward-based crowdfunding.
The results showed that sponsor’s personality including philanthropy, playfulness and interest significant influence sponsor motivation including openness and conscientiousness. Then motivations influence sponsor attitude and sponsor perceived behavior control. Finally, sponsor attitude and sponsor perceived behavior both significant and positive influence sponsor intention. According to our result, personality can influence sponsor intention through different sponsor motivation.
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