隨著網路快速發展與微型創業風潮興起，越來越多設計師透過募資平台募集眾人資金進行商品化夢想進而創業，本研究主要目的為探討如何透過募資方式將文化產品商品化並創業的過程，並回溯2019初於嘖嘖平台募資之文化商品，群眾募資個案-小墨器｜最貼近你的書寫用具，選定作為研究文化商品贊助者之個案，探討其贊助動機與價值感知，筆者為專案執行者與研究者，以參與式個案研究法探討自2018年五月至2020年六月中所經歷以群眾募資為初始到後續第二次群眾募資產品開發之完整創業過程，以作為後續文化商品類產品開發以及創業之參考、借鏡。
本研究分為兩個部分，首先研究群眾募資以及募資與創業相關文獻，作為框架描述整體歷程。其次為探討消費價值及群眾募資動機之文獻，結合使用者回饋進行問卷設計，並實施問卷調查，回收到85位受測者之問卷回覆，經過問卷篩選後將剩餘83份有效問卷之數據結果進行集群分析及變異數分析，歸納出各族群之贊助動機以及其消費價值，最後再進行後續訪談，以驗證分析結果。本研究探討主題如下：(1)文化商品募資過程(2)群眾募資與新創之影響(3)文化商品贊助者動機與價值感知。
研究結果發現，文化議題在與大眾溝通時，若能以簡單方式與大眾溝通，能夠讓大眾發酵小眾議題，達到行銷擴散之目的。透過募資方式，雖然能夠讓新創公司可以在初期資金不足情況下將想法付諸實現，但後續商業模式運行仍需團隊有更完善規劃才得以實現長久經營。文化商品贊助者參與動機透過分析主要為：功能、情感、興趣、嘗新等四個構面為主，再依動機構面將贊助者分為：公益型贊助者、務實型贊助者、興趣型贊助者三類族群。公益型贊助者偏好與情感方面之價值，而務實型贊助者以及興趣型贊助者對於功能、品質等方面最為注重。另外，三類族群皆為對文化議題有一定程度了解，進而產生贊助動機，並且皆將社會性價值列為最後考量因素。

With the rapid development of the Internet and the rise of micro-entrepreneurship, more and more start-ups have commercialized their ideas through crowdfunding platforms and started their own businesses. This study was based on a crowdfunding campaign, Hsiao Mo Chi, which launched on Zec Zec crowdfunding platform during mid-February to mid-March 2019.Hsiao Mo Chi, select as a cultural products to explore the sponsorship motivation and perceived value.As a project executor and researcher, we uses a participatory case study method to outline the commercialization process from May 2018 to mid-June 2020, starting with crowdfunding and the second crowdfunding project development. To serve as a reference for follow-up cultural product development and entrepreneurship.
This research is divided into two parts. First, it studies the literature on crowdfunding and and entrepreneurship, as a framework to describe the whole process. The second part is to explore the literature on the value of consumption and the motivations of crowdfunding.
The questionnaire was developed based on the literature and existed product feedback from the backers; We recruited eighty-three participants in the study. Valid subjects were collected. After the questionnaire screening, the data results of the remaining 83 valid questionnaires Carry out cluster analysis and variance analysis, sum up the sponsorship motivation of each ethnic group and its consumption value, and finally conduct interviews to verify the analysis results.
The themes of this study are as follows: (1) The crowdfunding process of culture product (2) The impact of crowdfunding on startups (3) The motivation and perceived value of culture product sponsors.
Findings of this study reveal that when cultural issues communicate with the public, if they can communicate with the public in a simple way. It allows the public to reach out to niche issues and share for marketing purposes. Through crowdfunding, although start-up companies can realize their ideasIn the case of insufficient funds, the business model operation still requires the team to have a better plan to achieve long-term operations.The motivation of cultural product sponsors to participate through the analysis is mainly as follows: function, emotion, interest, tastes and other four aspects, and then according to the organizational aspect, the sponsors are divided into: charity sponsors, pragmatic sponsors, and interest sponsors There are three types of ethnic groups. The value of preference and emotional aspects of charity sponsors, while pragmatic sponsors and interest-based sponsors pay the most attention to the aspects of function and quality. In addition, the three types of ethnic groups all have a certain degree of understanding of cultural issues, which leads to sponsorship motives, and they all list social values as the final consideration.

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網路部分
1. 2019 台灣群眾集資年度報告 - 群眾觀點https://www.2019.report.crowdwatch.tw
2. 2018 台灣募資有多熱？破 12 億成長 33％https://www.inside.com.tw/article/15486-2018-Taiwan-Crowd-funding-statistics
3. ArtistShare: The First Crowdfunding Platform In History
4. Top 10 Benefits Of Crowdfunding
https://www.forbes.com/sites/tanyaprive/2012/10/12/top-10-benefits-of-crowdfunding-2/#57c42e262c5e
5. 臺灣創意設計中心 (2013)。2013感質精英獎活動說明
http://s2.boco.com.tw/TdcActive/DesignCompetition/describe.aspx?actno=TDC032013015
6. 經濟部中小企業處 (2013)。中小企業感質優化推動計畫-關於本計畫
http://qualia.moeasmea.gov.tw/About.aspx
7. The Benefits of Online Crowdfunding for Fund-Seeking Business Ventures
https://onlinelibrary.wiley.com/doi/full/10.1002/jsc.1955?casa_token=mQjKLTblFO0AAAAA%3AnSd5pIcTan5OJhxsozIytJlZnEyG2si3UVwZX2lssrAzfOQK3XNeyXAVUnsh6BvCjIccNCzSgdkYTt5V