| Summary: | 碩士 === 大仁科技大學 === 文化創意產業研究所 === 105 === With the development of Internet websites and social network, non-stop press on the symbol “like, good” on facebook messages spread so fast as virus and increase the influences of marketing by public praise; nevertheless, “crowding-funding” upgrade fans reactions of “click as like” to the level of sponsorship. This study is analyzed by the social group users’ point of view, based on the theoretical frameworks of personality, planned behavior, Internet effect, needs satisfaction, behavioral purpose and actual behaviors, to predict and explain these users’ behaviors, and thereafter to deeply realize the current situation of how social network users participate in crowd funding through funding platform and the factors why they succeed. Questionnaires are used in this survey, and structural equation modeling is tested to explore the behavior from merely praise to actual sponsorship, personality of successful funding, planned behavior, Internet effect, the social network users’ needs satisfaction differences between their behavioral intention and their actual behaviors. We used T-test and one-way ANOVA to discuss the subjects’ attitudes whose background are varied. The process from press on “like” to sponsorship, the differences and connections toward the factors of successful funding. Results manifest: subjects revealed positive significant impact on personality, planned behavior, Internet effect, and needs satisfactory, and actual behavior; these results mean that subjects are positive to the actions from praise to sponsor and to the factors of successful funding. In sum, there are various kinds of factors to these subjects’ behaviors of from praise to sponsor, which are all influential to the sponsor results.
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