A Study on Product-Based Crowdfunding in Taiwan: Investigating of Backers’ Motivation for Participation and Reception of Information on Crowdfunding Platforms

• Main Authors: Xin-Yang Liu, 劉昕暘
• Other Authors: Fang-wu Tung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/5yb64h

碩士 === 國立臺灣科技大學 === 設計系 === 105 === Recently, as a new online financial and business model, crowdfunding has helped a large number of the designers, startups, entrepreneurial teams to obtain funds. They launch crowdfunding campaigns to bring their concepts to public. The information published on the crowdfunding platform aims to allow people to understand the crowdfunding project and trigger their motivation to fund and support commercialization of the project. The key to success of a crowdfunding project is to attract the participation of backers, so it is vital to understand the motivations of backers and how to effectively use the crowdfunding platform to release the information. This research started with literature review on fund raising and the development of crowdfunding, and summarized the factors that affect the success of crowdfunding in terms of the information released on the crowdfunding platform. This study recruited 115 participants who have funded a product crowdfunding project (s) to fill online questionnaires. And analyzed the current status of Taiwan's product crowdfunding with expert interviews. Findings of this study reveal that the motivation of backers who supported product crowdfunding projects includes five motivations of Philanthropy, Interest, Playfulness, Sociality and Reward. Backers who supported product crowdfunding projects could be classified into three types: "Pragmatic Backers" " Philanthropic Backers " and "Social Backers" based on that five motivations. These three groups appeared differences on preferences on product types and involvement in crowdfunding activities. Regarding on the acceptance of information on crowdfunding platforms, this study reveals that the three groups pay more attention on center than peripheral. According to the results of this research, suggestions on how to launch a product crowdfunding project are proposed in hoping to improve the success rate of product crowdfunding.