傳統工業設計的教學模式更多的著重於產品的前端設計部分，在發現問題
之後通過一系列的概念發想設計出產品雛形，再用問卷調查或者受測者訪談的
方式修正產品。但作為一個一設計背景的新創團隊在沒有具備大企業那樣的完
備數據庫的情況下，容易產生兩大問題，第一是設計師只能通過以往經驗判斷
產品使用族群，並在量產推出之後才有辦法通過客戶回饋得知產品缺點，沒有
辦法快速調整修改。第二個問題是在推廣過程中，設計端的思考方式與行銷段
容易脫節產生分歧，造成不必要的人力物力資源浪費。網絡時代的來臨，使得
以上問題得到一個有效的解決方法，通過網絡來將設計與行銷兩個不同領域的
知識有效運用到一起，節省人力物力成本的同時，也能夠更好的提升創業的成
功率。
本論文以創作形式來體現研究的最終效果，通過以群眾集資這個平台，以
創作的產品為例進行實例分析，整理後得出三個創業過程中需要的設計作品，
給後續創作創業過程作為參考。三個設計分別為:(一)問卷設計，不同於以
往的傳統問卷，採用網絡問卷的形式，並且重點強調在後段數據分析上對產品
的回饋。(二)群眾集資，如何通過集資網站和影片的設計來推廣新創產品。
(三)粉絲專頁，利用臉書粉絲專頁的貼文內容搭配影音設計幫助新創的整個
過程順利進行，獲取網絡紅利。

The traditional education of industrial design pays more attention to the front-end design concept of the product. After discovering the problem, the product prototype is designed through a series of concept ideas, and then revised by questionnaire or interviewing with the users. However, a startup team with design background lacks a complete database like a large enterprise might faces two problems: First, designers can only define the target audience through their past experience, and they could only find out the weakness of product from customer feedback after the mass production, but not modify them instantly through design process. The second problem is that the thinking of design-based is easily disjointed from the marketing segment in the process of promotion, resulting in unnecessary waste of human and material resources. The advent of the Internet era has made an effective solution above problems: Through the network, the knowledge of design and marketing fields can be effectively applied together, not only saves human resources and material costs, but also improve the success rate of entrepreneurship. .
This thesis reflects the final effect of the research in the form of creation. Through the crowdfunding platform, after analyzing lots of successful fundraising products, three design works needed in the entrepreneurial processes are obtained, which is used as a reference for the follow-up creation and entrepreneurship process. The three designs are: (1) Questionnaire design: Different from the traditional questionnaires, adopts the form of online questionnaires, and emphasizes the feedback on products in the latter stage of data analysis. (2) Crowdfunding promotion: Promote new products through the fund-raising websites and the design of films. (3) The fan page: Using the post of the Facebook fan page with audio and video design to help the whole process of the startup go smoothly and obtain the network dividend.

網站：
1. 徐宏宇(2015)。利用網絡問卷調查進行情報研究。 http://www.libnet.sh.cn:82/gate/big5/www.istis.sh.cn/list/list.aspx?id=9707
2. 創市際雙週刊第九十期(2017)
http://www.ixresearch.com/wp-
content/uploads/report/InsightXplorer%20Biweekly%20Report_20170717.pdf
3. GEMARKETING(2018)。社群行銷 FB VS IG 使用族群特色與平台經營 建議。
https://www.gemarketing.com.tw/article/social/fb-vs-ig/
4. 行銷人(2018)。https://www.marketersgo.com/marketing/2018/04/15/2017-social-media-analysis-report/
5. TRANSBIZ(2018)。https://transbiz.com.tw/ppc%E9%97%9C%E9%8D%B5%E5%AD%97%E5%BB%A3%E5%91%8A-cpc-cpm-cpa- %E5%BB%A3%E5%91%8A%E6%8A%95%E6%94%BE/
中文文獻
1. 鍾蕾，曾鴻(2006)。論網絡調查與傳統調查方法的綜合應用，成都資訊工程學院學報。
2. 李元恕(2007)。企業贊助對消費者品牌態度的影響。行銷評論， 4(2)， 187- 220。
3. 王建穎(2008)。影響網路廣告效果因素之研究-以手機王網站為例(碩士論 文)， 台北:銘傳大學管理研究所。
4. cacafly(2011)。Facebook 精準行銷術:這樣打廣告最吸客，台北:PCuSER 電 腦 人文化。
5. 張詠絮(2011)，以空巢族為目標對象的公益廣告設計-以網路廣告為例(碩士 論 文)，台北:國立台灣師範大學設計研究所。
6. 陳虹吟(2012)。網絡口碑效力的衡量:已模糊層級分析法建構之，國立臺 灣科技大學
7. 洪德俊(2012)。探討 Facebook 粉絲專頁使用意圖對直銷產品購買意願之 影響:以美國 Forever Living Products 公司為例。國立中央大學企業管理研 究所碩士論文
8. 鄭宜庭(2012)，網路廣告價值模式之建構與驗證-類社會臨場感理論之應用 (碩士 論文)，高雄:義守大學管理學院碩士班。
9. 創市際 ARO(2012)。INFOGRAPHICS:社群網站大哉問-人際篇
10. 林志偉(2012)。Facebook 的視覺設計對於使用者反應之影響-以意見領袖
為干擾變項。實踐大學企業管理學系碩士論文
11. 宋雅雯(2012)。影響社群網站持續使用意圖因素之研究-以 Facebook 粉絲
專頁為例。國立東華大學企業管理學系
12. 邵慶平(2013), “文創產業籌資與群眾集資,”月旦法學教室，1 月，123 期，
頁 77-84。
13. 鄭伊純(2013)。社群廣告對廣告效果、消費者購買意願與態度之影響——以
7-ELEVEN Facebook 粉絲專頁為例
14. 林秀英、陳勇志(2013)。圓夢推手的理想與現實-群眾募資平台的發展現
況與挑戰。台灣經濟研究月刊，3 月，36 卷 3 期，頁 98-105
15. 吳翊萁(2014)。應用層級分析法探討 Facebook 粉絲專頁之口碑行銷關鍵
成功因素。國立屏東科技大學資訊管理系
16. 陳加樺(2014)。金融創新成功因素之研究-以台灣群眾募資平台 FlyingV 為
例。東吳大學會計學系
17. 林彥維(2014)Facebook 粉絲團廣告投放策略之研究-以某兩家服飾業為
例。國立臺北科技大學工業工程與管理系碩士論文
18. 程凱(2016)。 影響群眾募資成功可能性的因素
英文文獻
1. Agrawal, A., Catalini, C., & Goldfarb, A. 2015. Crowdfunding: Geography, social networks and the timing of investment decisions. Journal of Economics & Management Strategy, 24(2), 253-274.
2. Agrawal, A., Catalini, C., & Goldfarb, A. 2015. Crowdfunding: Grography, social networks and the timing of investment decisions. Journal of Economics & Management Strategy, 24(2), 253-274.
3. Ahlers, G.K.C., D. Cumming, C. Gunther, D. Schweizer(2012), “Signaling in equity crowdfunding,”Working Paper.
4. Ba, s. (2001). "Establishing online trust through a community responsibility system." Decision support systems 31(3): 323-336.
5. Belleflamme, P., Omrani, N., & Peitz, M. 2015. The economics of crowdfunding platforms. Information Economics and Policy, 33: 11-28.
6. Bendapudi, N., and Leone, R.P.(2003),“Psychological implications of customer participation in co-production,”Journal of Marketing, Vol.67, No.1, pp14-28.
7. Burgess，S. M. “Personal values and consumer research: An historical perspective,”Research in marketing (11:1),1992, pp. 35-79.
8. Chaffey, D., Chadwick, F.E., Johnston, K., and Mayer, R. (2009). Internet Marketing Strategy - Implementation and Practice. Prentice Hall – Financial Times.
9. Chisnall, P. M. Marketing research, McGraw-Hill Berkshire,1997.
10. Cholakova, M., & Clarysse, B. 2015. Does the possibility to make equity
investments in crowdfunding projects crowd out reward-based investments?
Entrepreneurship Theory and Practice, 39(1): 145-172.
11. Chris W., and Vandana R. ,“Crowdfunding the next hit: Micro-funding online
experience goods”University of Utah
12. Dollingers, M.J.(2003), Entrepreneurship: Strategies and resources(3nd ed.),
New Jersey, Prentice Hall.
13. Edvardsson, B., and Olsson, J.(1996), “Key concepts for new service
development,” Service Industries Journal, Vol.16, No.2, pp.140-164.
14. Elizabeth M.G., Julie S.Hui, and Pei-Yi Kuo. (2013). “Crowdfunding: Why People Are Motivated to Post and Fund Projects on Crowdfunding Platforms” Northwestern University Creative Action Lab
15. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook‘friends’: Social capital and college students’ use of online social network sites. Journal of Computer-mediated Communication, 12(4), 1143-1168.
16. Giudici, G., Guerini, M., and Rossi Lamastra, C. 2013. Why Crowdfunding Projects Can Succeed: The Role of Proponents’ Individual and Territorial Social Capital. Retrieved from Social Science Research Network website: http://ssrn.com/ abstract=2255944.
17. Granovetter M.,(1973),“The strength of weak ties,”American Journal of Sociology, 78(6), 1360-1380
18. Kim, K., & Viswanathan, S. 2013. The experts in the crowd: The role of reputable investors in a crowdfunding market. Working paper, University of Maryland, College Park.
19. Kolter, P., & Keller, K. L. (2008). Marketing management, 13th edition. Prentice Hall
20. Kristiansen, S.(2004),“Social networks and business,”The American Journal of Economics and Sociology, 63(5), 1151-1171
21. Kuppuswamy, V., & Bayus, B. L. 2014. Crowdfunding creative ideas: The dynamics of project backers in Kickstarter. Retrieved from Social Science Research Network website: http://ssrn.com/abstract=2234765
22. Liao, C. H., Zhu, Y. H., & Liao, X. 2015. The role of internal and external social capital in crowdfunding: Evidence from China. Revista De Cercetare Si Interventie Sociala, 49(1): 187-204.
23. Lindstrom, M.(2005). Brand sense. Kogan Page, London Lindstrom.
24. Loudon, D., & Della Bitta, A.(1993). Consumer behavior: Concepts and
applications (4th ed). McGraw Hill: Auckland.
25. Low, M. B., and MacMillan, I.C.(1988),“Entrepreneurship: Past research and
future challenges,”Journal of Management, 14(2), 136-161.
26. Macht, S. A., & Weatherston, J. 2014. The benefits of online crowdfunding for fundseeking business ventures. Strategic Change, 23(1-2): 1-14.
27. Mackenzie, S. B., Lutz, R. J., & Belth, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
28. McCracken, G. D. Culture and consumption: New approaches to the symbolic character of consumer goods and activities, Indiana University Press,1990.
29. Mitchell, J. C.(1969),“Social networks and urban situations,”Manchester University Press.
30. Mollick, E. 2014. The dynamics of crowdfunding: An exploratory study. Journal of Business Venturing, 29(1): 1-16.
31. Murray, K.B.(1991),“A test of services marketing theory: consumer information acquisition activities,” Journal of Marketing, Vol. 55 No. 1, pp.10-26
32. Neal, W. D. (2000). For most consumer,loyalty isn’t attitude. Marketing News, 34(8), 7.
33. Park, C. W., Mothersbaugh, D. L., and Feick, L. (1978). “Consumer knowledge assessment,” Journal of Consumer Research (21:1),1994, pp. 71-82.
34. Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-274.
35. Rees-Mogg, M. 2013. Crowd funding: How to raise money and make money in the crowd. London, Crimson Publishing.
36. Rheingold, H. (1993). Virtual Communit : Homesteading on the Electronic Frontier. Reading, Mass, Addison-Wesley Inc..
37. Rosenberg, M. J., & Hanland, J. C. (1960). Low- commitment consumer behavior. Journal of Abnormal and Social Psychology, 16(2), 367-372.
38. Schiffman, L. G., & Kanuk, L. L. (2006). Consumer behavior, 9th ed, Prentice Hall Inc.
39. Schumpeter, J.A.(1934), The theory of economic development, Cambridge, Massachusetts, Harvard University Press.
40. Schwienbacher A. and Larralde B.(2012), “Crowdfunding of small entrepreneurial ventures,”The Oxford handbook of entrepreneurial finance,pp.369-391.
41. Shane, S., Venkataraman, S.(2000),“The promise of entrepreneurship as a field of research,”Academy of Management Review, 25(1), 217-226.
42. Sheth, J. N., Newman, B. I. and Gross B. L. (1991), “Why We Buy What We Buy: A Theory of Consumption Value,” Journal of Business Research, 22(1), pp. 159- 170.
43. Solomon, M. R. (2007). Consumer behavior-buying, having and being. Person
Prentice Hall 5th edition.
44. Solomon, M. R. Consumer behavior, Pearson Education,2006.
45. Solomon, M., Bamossy, G., & Askegaard, S. (2002). Consumer behaviour: A
European perspective, 126-153, Prentice Hall.
46. Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really
know? Journal of Marketing, 63(1), 26-43.
47. Van Wingerden, R., & Ryan, J. 2011. Fighting for funds: An exploratory study
into the field of crowdfunding. Master's thesis, Lund University, Sweden. Retrieved from https://lup.lub.lu.se/student-papers/search/publication/1982 630.
48. Wilkie, W. L. (1986). Consumer behavior. New York: John Wiley & Sons, Inc.
49. Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of
emotional and informational ads. Journal of Business Research , 58(10), 1397-
1406.
50. Zeithaml, V. A. “Consumer perceptions of price, quality, and value: a means-
end model and synthesis of evidence,” The Journal of Marketing (52:3),1988, pp. 2-22