基於網路蓬勃發展與創業熱潮興起，群眾集資平台越趨普及且獲得大眾支持，其中創新設計與公眾議題類型專案之表現突出。本研究即針對國內群眾集資之回饋型專案，探討其引發贊助行為因素為何？透過福格行為模型之三元素：動機、能力與觸發，並以具代表性之兩環保議題集資專案為刺激物，探究群眾集資之贊助行為與資訊設計的關聯。探究方法分線上量表調查與質性訪談。前者依據文獻及兩刺激物擬定調查問項，並建構模擬頁面供受測者操作與填答，回收有效問卷287份；並將分析結果作為後續三種不同贊助意願之10位受訪者訪談內容基礎。綜合研究結果發現(1)在群眾集資情境下，需同時具備更高的動機與能力，才能受到觸發而產生贊助行為；(2)集資與專案動機都會影響贊助者意願，而回饋品的使用情境、回饋品功能、設計特色以及專案議題都是影響該動機的因素，且贊助者擁有推動議題的行為；(3)贊助促銷手法、專案資訊接收、創新接受度皆是能影響能力的因素，且贊助者對回饋品之容忍度較一般消費者高。；(4)觸發則依據贊助者不同動機與能力提供對應之三種觸發類型，能更有效提升贊助意願。最後本研究依據四點結論繪製出環保議題集資專案情境下的福格行為模型圖，並提出具體的集資頁面設計建議。

The crowdfunding platform has become more popular and been embraced by the public, in which several projects relevant to the innovative design and environmental issues can successfully attain the goal. This study focused on the reward-base crowdfunding and investigated the factors that influence backers’ behavior. According to Fogg’s behavior model, this study explored how motivation and ability trigger an individual’s funding intention of environmentally-friendly projects. The online questionnaire and follow-up interview were adopted to approach this research. A total number of 287 valid subjects were recruited to watch two environmentally-friendly campaigns and fill out the questionnaires regarding their motivation, ability, funding intention, and perceptions of the two campaigns. Based on their funding intention, we invited 10 subjects to participate the follow-up interview. The results show that (1) In the crowdfunding situation, it is necessary to have higher motivation and ability at the same time, in order to be triggered the sponsorship behavior; (2) Both fundraising and project motivation affect the willingness of the backers. The using occasion, function, the design features and issues of the campaign are also the factors that influence the motivation. The backers have the behavior of promoting issues as well; (3) The backers’ promotional technique, project information reception and innovation acceptance are factors of influencing ability, and backers have a higher fault tolerance for rewards than average consumers; (4) There are three types of triggers base on the backers’ different motivations and abilities which can more effectively enhance the willingness to sponsor. Finally, based on the conclusions above, this study draws the Fogg’s behavior model diagram under the situation of the environmental issues campaigns, and also proposes the specific suggestions of page design about crowdfunding campaign.

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39. 戴秀珊（2014）。以行銷 4P 與設計三層次理論進行群眾募資案例之研究。 國立高雄應用科技大學資訊管理系碩士學位論文，1-90。

三、網路資料
1. Kickstarter(2017)，Kickstarter網站，取自：https://www.kickstarter.com/
2. 台灣群眾集資顧問公司：貝殼放大(2016)，台灣群眾集資2016年度回顧測驗，取自：https://www.2016-annual-report.crowdwatch.tw/
3. 台灣關注群眾集資媒體：群眾觀點(2017)，2017上半年度台灣群眾集資贊助金額排行榜，取自：http://crowdwatch.tw/reports/1390
4. 台灣群眾集資顧問公司：貝殼放大(2015)，台灣群眾集資報告，取自：https://annual-report.crowdwatch.tw/2015
5. 林弘全(2013)。FlyingV 現況、展望與群眾募資的下一步。Inside 硬塞的網路趨勢觀察，取自http://www.inside.com.tw/2013/04/26/flyingv-now-and-the-future-of-crowd-funding
6. 林妏霞(2015) 。有夢，讓群眾幫你實現！。宜蘭縣非營利組織電子報，取自http://www.yilannpou.org.tw/epaper/epaper.asp?id=14
7. 台灣資策會產業情報研究所(MIC)。（2015）。台灣群眾幕資平台發展現況。取自：http://mic.iii.org.tw/intelligence
8. 葉忠福（2015）。群眾募資對創意創新產業的意義與影響。中華創新發明協會知識分享。取自：http://www.innosociety.org/front/bin/ptdetail.phtml?Part=knowledge029&
9. FlyingV。提案教室。取自：https://www.flyingv.cc/school?page=1