群眾募資平台上發佈的訊息旨在幫助人們更好的理解募資專案並引起他們支持和贊助專案的意願。募資專案成功的關鍵在於吸引贊助者的參與，所以了解贊助者的參與動機以及如何有效地運用募資平台發佈的資訊來吸引贊助就變得至關重要。本研究首先對過去關於群眾募資研究的文獻及募資行業的發展的的現況進行分析整理，總結與群眾募資平台上發布資訊相關之影響募資成功的因素。
本研究通過線上問卷發放的形式對115位過去參與過產品類募資案的贊助者進行數據蒐集，並結合專家訪談對台灣產品類募資的現況進行分析。研究發現產品類贊助者的參與動機主要為慈善、興趣、娛樂、社交與回饋五個構面，產品類募資贊助者依照這五個動機構面可以分為三個類型：「務實型」「贊助型」與「社交型」。這三類贊助者在募資產品的選擇偏好，募資活動中的行為呈現出一定的差異。在關於募資平台資訊的接受度上，三類贊助者族群都更注重中央路徑的資訊。最後根據本研究的結果，針對產品類募資專案的執行提出了建議，希望能夠提高產品類募資的成功率。

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.

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網路部分
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