| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 106 === This research adopts awareness, motivation, capability, which are three major factors of dynamic competitive, as conceptual framework. Taking rewarded-based crowdfunding platform, Kickstarter, as research subject, the study keeps observing the actions and reactions of Kickstarter’s two-sided users (Backers & Creators) by backers view point. And discuss the impact of urgency, aggressiveness and experience on reward-based crowdfunding at the same time.
This research uses generalized estimating equation (GEE) method, taking 9,833 live crowdfunding projects on Kickstarter as research samples during the time period of February 1st of 2016 to April 30th of 2016, and categorized four variable categories: Film & Video, Music, Game, and Technology.
Findings indicate that in the three actions of creators, the aggressiveness actions can most positively affect backers reactions. Furthermore, in all of the aggressiveness actions, interaction is more important than project information. In which reward tiers and updates are key factors arousing backers reactions. In the dimension of information abundance, there are different results which depends on project categories.
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