Using TPB to Explore the Behavioral Intention of Crowdfunding Publishing for Hakka Pop Music

• Main Authors: TANG, YUN-HUAN, 湯運煥
• Other Authors: HSU, MING-JU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/45759h

碩士 === 佛光大學 === 傳播學系 === 106 === The aim of the study was to explore peoples’ behavioral intention about Crowdfunding Publishing for Hakka Pop Music. The study was based on the theory of planned behavior (TPB) and related literature to establish research framework. The study used questionnaire survey and experts’ interviewing to collect required related data. The questionnaire was obtained from 200 online and 100 papers, a total of 270. The effective questionnaire rate was 95.9%, 259 valid. The obtained data were analyzed with descriptive statistics, independent sample t-test, one-way ANOVA, Pearson correlation, regression analysis through SPSS 20.0 package software. The six conclusions were as follows: (1) different background variables for Crowdfunding Publishing of Hakka pop music’s attitude, subjective norms, perceived behavioral control has partial significant relationship; (2) The public’s attitude towards the crowdfunding publishing for Hakka pop music has a significant influence on the behavioral intention of fundraising; (3) The public’s subjective norm towards the crowdfunding publishing for Hakka pop music has a significant influence on the behavioral intention of fundraising; (4) The public’s perceived behavioral control towards the crowdfunding publishing for Hakka pop music has a significant influence on the behavioral intention of fundraising; (5) The public’s behavioral intention towards the crowdfunding publishing for Hakka pop music has a significant influence on the actual behavior of fundraising; (6) The public’s perceived behavioral control towards the crowdfunding publishing for Hakka pop music has a significant influence on the actual behavior of fundraising. The suggestions based on the conclusions will be provided for the academia, government and related institutions as reference.