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| Title: | 公益群眾募資平台知覺價值、信任與捐贈意圖之研究
Perceived Value, Trust and Donation Intention of Donation-based Crowdfunding |
| Authors: | 李穎琪
Lei, Weng-Kei |
| Contributors: | 黃葳威
李穎琪
Lei, Weng-Kei |
| Keywords: | 群眾募資
捐贈型群眾募資
知覺價值
信任
捐贈意圖
Non-profit organizations
Crowdfunding platforms
Perceived value
Trust
Donation intention |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:43:25 (UTC+8) |
| Abstract: | 非營利組織受限於人力緊縮、資金短缺、勸募不易等現況，長期面臨運營與發展困境，因此不少非營利組織希望借助網路及社群媒體的力量，建立並發掘更多關心社會議題的潛在受眾。
群眾募資平台給予非營利組織與捐贈者另一種對話的可能，透過閱讀平台上受助專案的詳盡描述，捐贈者能夠明白捐款助人的價值，對善款的去向有更深刻的瞭解，增強捐款的信心。因此，本研究欲探討捐贈者瀏覽募資平台後對其產生的知覺價值是否會影響捐贈意圖？此外更納入信任為中介因素，探究其作用機制。
本研究採用問卷調查法，共蒐集有效問卷457份。研究結果顯示知覺價值正向顯著影響信任、知覺價值正向顯著捐贈意圖，信任對捐贈意圖具正向顯著影響，信任部分中介知覺價值及捐贈意圖。本研究解釋了個人內在捐贈意圖的形成過程，揭示了群眾募資成為募集資源管道的巨大潛力。
Non-profit organizations often face operational and developmental challenges due to limited manpower, insufficient funding, and difficulties in fundraising. To address these issues, many non-profit organizations seek to leverage the power of the internet and social media to engage and reach potential audiences who are concerned about social issues.
Crowdfunding platforms provide a new possibility for dialogue between non-profit organizations and donors. By reading detailed descriptions of assistance projects on the platform, donors can understand the value of their contributions and gain a deeper understanding of where their donations are directed, thus enhancing their confidence in giving. This study aims to investigate whether the perceived value generated by donors after browsing crowdfunding platforms influences their donation intentions. Additionally, trust is considered as a mediating factor to explore its underlying mechanisms.
A questionnaire survey method was adopted, and a total of 457 valid responses were collected. The results indicate that perceived value has a significant positive impact on trust and donation intention. Furthermore, trust positively influences donation intention and partially mediates the relationship between perceived value and donation intention. This research sheds light on the process of forming intrinsic donation intentions in individuals, revealing the immense potential of crowdfunding as a channel for resource mobilization. |
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
108464054 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108464054 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
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| 405401.pdf | | 2889Kb | Adobe PDF2 | 0 | View/Open |
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