1. NCCU Academic Hub
  2. 學術產出
  3. College of Communication
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
題名 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
作者 李穎琪
Lei, Weng-Kei
貢獻者 黃葳威
李穎琪
Lei, Weng-Kei
關鍵詞 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
日期 2023
上傳時間 1-Sep-2023 15:43:25 (UTC+8)
摘要 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.
參考文獻 一、中文文獻
江明修(2002)。非營利管理。台北：智勝。
吳肇展(2010)。基金會品牌知名度與捐贈意願關係之研究－以品牌形象為中介變數。非營利組織管理學刊，9，87-102。
林雅燕(2014)。新興募資方式─群眾募資行為之初探。經濟研究，14，152-172。
張淑青(2006)。顧客忠誠驅動因子之研究－顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響。輔仁管理評論，13(1)，107-132。
許嘉霖、鄭婕盈、吳念庭(2020)。應用S-O-R架構探討影響顧客對於企業使用綠色包裝之滿意度及忠誠度之因素。品質學報，27(1)，26-42。
陳美后、陳盈璋(2022)。消費者對有機認證標章知覺價值、產品信任及其購買意願之研究。輔仁民生學誌，28(1)，1-20。
黃薇樺、張嘉玲(2022)。【群眾募資亮點觀測】疫情干擾不退燒－2021台灣群募百萬專案趨勢發展大揭密。FINDIT。取自https://findit.org.tw/researchPageV2.aspx?pageId=1925
群眾觀點(2022)。2021年台灣群眾集資年度報告。取自https://2021.report.crowdwatch.tw/
蕭新煌、官有垣、陸宛蘋(2017)。非營利部門：組織與運作(第三版)。台北：巨流圖書公司。

二、外文文獻
Aaker, D. A., & Bagozzi, R. P. (1979). Unobservable variables in structural equation models with an application in industrial selling. Journal of Marketing Research, 147-158.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277.
Alegre, I., Moleskis, M. Beyond Financial Motivations in Crowdfunding: A Systematic Literature Review of Donations and Rewards. Voluntas 32, 276–287 (2021).
Alharbey, M., & Van Hemmen, S. (2021). Investor intention in equity crowdfunding. Does trust matter?. Journal of Risk and Financial Management, 14(2), 53-72.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
Asante, I. O., Fang, J., Darko, D. F., & Altab, H. M. (2021). Examining the antecedents of user donation intentions toward social media articles: Moderation effects of social contagion. SAGE Open, 11(1), 1-12.
Bagozzi, R., Edwards, J. (1998). A General Approach for Representing Constructs in Organizational Research. Organizational Research Methods, 1(1), 45-87.
Bansal, G., Zahedi, F. M., & Gefen, D. (2016). Do context and personality matter? Trust and privacy concerns in disclosing private information online. Information & Management, 53(1), 1-21.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2008). Guilt and giving: A process model of empathy and efficacy. Psychology & Marketing, 25(1), 1-23.
Beaulieu, T., Sarker, S., & Sarker, S. (2015). A conceptual framework for understanding crowdfunding. Communications of the Association for Information Systems, 37(1), 1-32.
Bednall, T. C., Bove, L. L., Cheetham, A., & Murray, A. L. (2013). A systematic review and meta-analysis of antecedents of blood donation behavior and intentions. Social Science & Medicine, 96, 86-94.
Beldad, A., Snip, B., & van Hoof, J. (2014). Generosity the second time around: Determinants of individuals’ repeat donation intention. Nonprofit and Voluntary Sector Quarterly, 43(1), 144-163.
Belleflamme, P., Lambert, T., & Schwienbacher, A. (2010). Crowdfunding: An industrial organization perspective. In Prepared for the workshop Digital Business Models: Understanding Strategies’, held in Paris on June, 25-26.
Bolt, S., Eisinga, R., Venbrux, E., Kuks, J. B., & Gerrits, P. O. (2011). Personality and motivation for body donation. Annals of Anatomy-Anatomischer Anzeiger, 193(2), 112-117.
Borst, I., Moser, C., & Ferguson, J. (2018). From friendfunding to crowdfunding: Relevance of relationships, social media, and platform activities to crowdfunding performance. New Media & Society, 20(4), 1396-1414.
Bouncken, R. B., Komorek, M., & Kraus, S. (2015). Crowdfunding: The current state of research. International Business & Economics Research Journal, 14(3), 407-416.
Bretschneider, U., & Leimeister, J. M. (2017). Not just an ego-trip: Exploring backers’ motivation for funding in incentive-based crowdfunding. The Journal of Strategic Information Systems, 26(4), 246-260.
Briggs, N. (2006). Estimation of the standard error and confidence interval of the indirect effect in multiple mediator models. The Ohio State University, Columbus.
Bukhari, F. A. S., Usman, S. M., Usman, M., & Hussain, K. (2019). The effects of creator credibility and backer endorsement in donation crowdfunding campaigns success. Baltic Journal of Management, 15(2), 215-235.
Chapman, C. M., Hornsey, M. J., & Gillespie, N. (2021). To what extent is trust a prerequisite for charitable giving? A systematic review and meta-analysis. Nonprofit and Voluntary Sector Quarterly, 50(6), 1274-1303.
Chen, Y., Dai, R., Wang, L., Yang, S., Li, Y., & Wei, J. (2021). Exploring donor`s intention in charitable crowdfunding: intrinsic and extrinsic motivations. Industrial Management & Data Systems, 121(7), 1664-1683.
Cheung, C. K., & Chan, C. M. (2000). Social-cognitive factors of donating money to charity, with special attention to an international relief organization. Evaluation and Program Planning, 23(2), 241-253.
Chin, W. W. (1998). Commentary: Issues and Opinion on Structural Equation Modeling. Management Information Systems Quarterly, 22(1), 7-16.
Choy, K., & Schlagwein, D. (2016). Crowdsourcing for a better world: On the relation between IT affordances and donor motivations in charitable crowdfunding. Information Technology & People, 29(1), 221-247.
Churchill, G. A. Jr,(1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64-73.
Curran, R., Taheri, B., MacIntosh, R., & O’Gorman, K. (2016). Nonprofit brand heritage: Its ability to influence volunteer retention, engagement, and satisfaction. Nonprofit and Voluntary Sector Quarterly, 45(6), 1234-1257.
de Morais Watanabe, E. A., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184.
Doney, P. M., Cannon, J. P., & Mullen, M. R. (1998). Understanding the influence of national culture on the development of trust. Academy of Management Review, 23(3), 601-620.
Duarte, P., Machado, J. C., & Martins, C. (2020). Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust. International Review on Public and Nonprofit Marketing, 17(2), 135-157.
Evers, A., & Gesthuizen, M. (2011). The impact of generalized and institutional trust on donating to activist, leisure, and interest organizations: Individual and contextual effects. International Journal of Nonprofit and Voluntary Sector Marketing, 16(4), 381-392.
Ferreira, V., Papaoikonomou, E., & Terceno, A. (2022). Unpeel the layers of trust! A comparative analysis of crowdfunding platforms and what they do to generate trust. Business Horizons, 65(1), 7-19.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frey, B. S., & Meier, S. (2004). Pro-social behavior in a natural setting. Journal of Economic Behavior & Organization, 54(1), 65-88.
Fritz, M. S., MacKinnon, D. P. (2007). Required sample size to detect the mediated effect. Psychological Science, 18, 233-239.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51-90.
Gerber, E. M., & Hui, J. (2013). Crowdfunding: Motivations and deterrents for participation. ACM Transactions on Computer-Human Interaction (TOCHI), 20(6), 1-32.
Gierczak, M. M., Bretschneider, U., Haas, P., Blohm, I., & Leimeister, J. M. (2016). Crowdfunding: Outlining the new era of fundraising. In Crowdfunding in Europe, 7-23.
Gipp, N., Kalafatis, S. P., & Ledden, L. (2008). Perceived value of corporate donations: an empirical investigation. International Journal of Nonprofit and Voluntary Sector Marketing, 13(4), 327-346.
Giudici, G., Nava, R., Rossi Lamastra, C., & Verecondo, C. (2012). Crowdfunding: The New Frontier for Financing Entrepreneurship?. SSRN Electronic Journal, 1-13.
Graça, S. S., & Zwick, H. C. (2021). Perceived value of charitable involvement: The millennial donor perspective. Journal of Philanthropy and Marketing, 26(4), 1-11.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate data analysis (7th ed.). Englewood Cliffs, NJ: Prentice Hall.
Hair, Jr. J. F., Anderson, R. E., Tatham, R, L. & Black, W. C. (1998). Multivariate data analysis (5th ed.). Englewood Cliffs, NJ: Prentice Hall.
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the New Millennium. Communication Monographs, 76(4), 408-420.
Ho, H. Y., Lin, P. C., & Lu, M. H. (2014). Effects of online crowdfunding on consumers’ perceived value and purchase intention. The Anthropologist, 17(3), 837-844.
Hooper, D., Coughlan, J., & Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
Hopp, T., Santana, A., & Barker, V. (2018). Who finds value in news comment communities? An analysis of the influence of individual user, perceived news site quality, and site type factors. Telematics and Informatics, 35(5), 1237-1248.
Howe, J. (2008). Crowdsourcing: How the Power of the Crowd Is Driving the Future of Business. Random House, New York.
Hudson, B. (2004). Trust: Towards conceptual clarification. Australian Journal of Political Science, 39(1), 75-87.
Jha, A. K. (2020). Understanding generation alpha.
Jiao, H., Qian, L., Liu, T., & Ma, L. (2021). Why do people support online crowdfunding charities? A case study from China. Frontiers in Psychology, 12, 1-14.
Kaartemo, V. (2017). The elements of a successful crowdfunding campaign: A systematic literature review of crowdfunding performance. International Review of Entrepreneurship, 15(3), 291-318.
Kawamura, Y., & Kusumi, T. (2017). The norm-dependent effect of watching eyes on donation. Evolution and Human Behavior, 38(5), 659-666.
Kenang, I. H., & Gosal, G. (2021). Factors affecting online donation intention in donation-based crowdfunding. The Winners, 22(2), 97-104.
Kenny, D. A. (2006). Series editor’s note. In T. A. Brown (Ed.), Confirmatory factor analysis for applied research (pp. ix–x). New York: Guilford.
Kim, M. J., Hall, C. M., & Kim, D. K. (2020). Why do investors participate in tourism incentive crowdfunding? The effects of attribution and trust on willingness to fund. Journal of Travel & Tourism Marketing, 37(2), 141-154.
Kim, S., Kang, C., & Engel, R. (2022). What convinces donors? An analysis of donation‐based crowdfunding projects from nonprofit charities: The case of South Korea. Nonprofit Management and Leadership, 32(4), 627-649.
Kim, Y., & Peterson, R. A. (2017). A Meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44-54.
Kirana, A. F., Azzahro, F., Handayani, P. W., & Fitriani, W. R. (2020). Trust and Distrust: The antecedents of intention to donate in digital donation platform. In 2020 Fifth International Conference on Informatics and Computing, 1-6.
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford.
Konstantinou, I., & Jones, K. (2022). Investigating Gen Z attitudes to charitable giving and donation behaviour: Social media, peers and authenticity. Journal of Philanthropy and Marketing, 27(3).
Kottasz, R. (2004). How should charitable organisations motivate young professionals to give philanthropically?. International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), 9-27.
Lagazio, C., & Querci, F. (2018). Exploring the multi-sided nature of crowdfunding campaign success. Journal of Business Research, 90, 318-324.
Lee, D., & Park, J. (2020). The relationship between a charity crowdfunding project`s contents and donors` participation: An empirical study with deep learning methodologies. Computers in Human Behavior, 1-8.
Liang, T. P., Wu, S. P. J., & Huang, C. C. (2019). Why funders invest in crowdfunding projects: Role of trust from the dual-process perspective. Information & Management, 56(1), 70-84.
Liu, L., Suh, A., & Wagner, C. (2018). Empathy or perceived credibility? An empirical study on individual donation behavior in charitable crowdfunding. Internet Research, 28(3), 623-651.
Liu, W., & Gumah, B. (2020). How perceived value of feedback influences its impact on self-efficacy. Social Behavior and Personality: An International Journal, 48(6), 1-9.
MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39, 99-128.
MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S.G.,& Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7(1),83-104.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
Mollick, E. (2014). The dynamics of crowdfunding: An exploratory study. Journal of Business Venturing, 29(1), 1-16.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Moriuchi, E., & Takahashi, I. (2022). The role of perceived value, trust and engagement in the C2C online secondary marketplace. Journal of Business Research, 148, 76-88.
Moysidou, K., & Hausberg, J. P. (2020). In crowdfunding we trust: A trust-building model in lending crowdfunding. Journal of Small Business Management, 58(3), 511-543.
Naskrent, J., & Siebelt, P. (2011). The influence of commitment, trust, satisfaction, and involvement on donor retention. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 22, 757-778.
Oosterhof, L., Heuvelman, A., & Peters, O. (2009). Donation to disaster relief campaigns: Underlying social cognitive factors exposed. Evaluation and Program Planning, 32(2), 148-157.
Ordanini, A., Miceli, L., Pizzetti, M., & Parasuraman, A. (2011). Crowd‐funding: Transforming customers into investors through innovative service platforms. Journal of Service Management, 22(4), 443-470.
Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154-161.
Pfattheicher, S., Nielsen, Y. A., & Thielmann, I. (2022). Prosocial behavior and altruism: A review of concepts and definitions. Current Opinion in Psychology, 44, 124-129.
Pitchay, A. A., Eliz, N. M. A., Ganesan, Y., Mydin, A. A., Ratnasari, R. T., & Thaker, M. A. M. T. (2021). Self-determination theory and individuals’ intention to participate in donation crowdfunding. International Journal of Islamic and Middle Eastern Finance and Management, 15(3), 506-526.
Raab, M., Friedrich, T., Schlauderer, S., & Overhage, S. (2017). Understanding the role of social presence in crowdfunding: Evidence from leading US and German platforms, 1758-1774.
Ranganathan, S. K., & Henley, W. H. (2008). Determinants of charitable donation intentions: a structural equation model. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 1-11.
Robiady, N. D., Windasari, N. A., & Nita, A. (2021). Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance. International Journal of Research in Marketing, 38(2), 492-500.
Rodriguez-Ricardo, Y., Sicilia, M., & López, M. (2019). Altruism and internal locus of control as determinants of the intention to participate in crowdfunding: the mediating role of trust. Journal of Theoretical and Applied Electronic Commerce Research, 14(3), 1-16.
Salido-Andres, N., Rey-Garcia, M., Alvarez-Gonzalez, L.I., Vazquez-Casielles, R. Mapping the Field of Donation-Based Crowdfunding for Charitable Causes: Systematic Review and Conceptual Framework. Voluntas 32, 288–302 (2021).
Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2009). Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction. Journal of Retailing and Consumer Services, 16(6), 425-433.
Sargeant, A. (2013). Donor Retention: What Do We Know & What Can We Do about It? (pp. 12-23). Nonprofit Quarterly.
Sargeant, A., Ford, J. B., & West, D. C. (2006). Perceptual determinants of nonprofit giving behavior. Journal of Business Research, 59(2), 155-165.
Sasaki, S. (2019). Majority size and conformity behavior in charitable giving: Field evidence from a donation-based crowdfunding platform in Japan. Journal of Economic Psychology, 70, 36-51.
Segars, A. H. (1997). Assessing the unidimensionality of measurement: A paradigm and illustration within the context of information systems research. Omega, 25(1), 107-121.
Shahid, S., Becker, A., & Kundi, Y. M. (2021). Do reputational signals matter for nonprofit organizations? An experimental study. Management Decision, 60(6), 1645-1661.
Sharma, V. M., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52, 1-11.
Shneor, R., Mrzygłód, U., Adamska-Mieruszewska, J., & Fornalska-Skurczyńska, A. (2021). The role of social trust in reward crowdfunding campaigns’ design and success. Electronic Markets, 1-16.
Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental studies: New procedures and recommendations. Psychological Methods, 7(4), 422-445.
Sobel, M. E. (1982). Aysmptotic confidence intervals for indirect effects in structural equation models. In S. Leinhardt (Ed.), Sociological Methodology (pp. 290-212). San Francisco: Jossey-Boss.
Sobel, M. E. (1986). Some new results on indirect effects and their standard errors in covariance structure models. In N. Tuma (Ed.), Sociological Methodology (pp. 159-186). Washington, DC: American Sociological Association.
Steigenberger, N. (2017). Why supporters contribute to reward-based crowdfunding. International Journal of Entrepreneurial Behavior & Research, 23(2), 336-353.
Sura, S., Ahn, J., & Lee, O. (2017). Factors influencing intention to donate via social network site (SNS): From Asian’s perspective. Telematics and Informatics, 34(1), 164-176.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Theerthaana, P., & Manohar, H. L. (2021). How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding. Journal of Research in Interactive Marketing, 15(2), 243-266.
Thompson, B. (2004). Exploratory and confirmatory factor analysis: Understanding concepts and applications. Washington: American Psychological Association.
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 1-15.
Wang, T., Li, Y., Kang, M., & Zheng, H. (2019). Exploring individuals’ behavioral intentions toward donation crowdfunding: evidence from China. Industrial Management & Data Systems, 119(7), 1515-1534.
White, K. M., Poulsen, B. E., & Hyde, M. K. (2017). Identity and personality influences on donating money, time, and blood. Nonprofit and Voluntary Sector Quarterly, 46(2), 372-394.
Wieck, E., Bretschneider, U., & Leimeister, J. M. (2013). Funding from the crowd: An internet-based crowdfunding platform to support business set-ups from universities. International Journal of Cooperative Information Systems, 22(3), 1-12.
Williams, J., & MacKinnon, D. P. (2008). Resampling and distribution of the product methods for testing indirect effects in complex models. Structural Equation Modeling, 15, 23-51.
Williamson, O. E. (1993). Calculativeness, trust, and economic organization. The Journal of Law and Economics, 36(1-2), 453-486.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Yang, X., Zhao, K., Tao, X., & Shiu, E. (2019). Developing and validating a theory-based model of crowdfunding investment intention—Perspectives from social exchange theory and customer value perspective. Sustainability, 11(9), 2525-2542.
Yuen, K. F., Wang, X., Wong, Y. D., & Zhou, Q. (2018). The effect of sustainable shipping practices on shippers’ loyalty: The mediating role of perceived value, trust and transaction cost. Transportation Research Part E: Logistics and Transportation Review, 116, 123-135.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, F., Zhang, H., & Gupta, S. (2022). Investor participation in reward-based crowdfunding: impacts of entrepreneur efforts, platform characteristics, and perceived value. Information Technology and Management, 1-18.
Zhang, X., Hu, W., & Xiao, Q. (2021). Influences of medical crowdfunding website design features on trust and intention to donate: controlled laboratory experiment. Journal of Medical Internet Research, 23(5), 1-15.
Zhang, Y., Tan, C. D., Sun, J., & Yang, Z. (2020). Why do people patronize donation-based crowdfunding platforms? An activity perspective of critical success factors. Computers in Human Behavior, 112, 1-9.
Zhao, L., & Vinig, T. (2019). Guanxi, trust and reward-based crowdfunding success: a Chinese case. Chinese Management Studies, 14(2), 455-472.
Zheng, H., Hung, J. L., Qi, Z., & Xu, B. (2016). The role of trust management in reward-based crowdfunding. Online Information Review, 40(1), 97-118.
Zogaj, A., Tscheulin, D. K., Lindenmeier, J., & Olk, S. (2021). Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement. Journal of Business Economics, 91(3), 379-400.
描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
108464054
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108464054
資料類型 thesis
dc.contributor.advisor 黃葳威zh_TW
dc.contributor.author (Authors) 李穎琪zh_TW
dc.contributor.author (Authors) Lei, Weng-Keien_US
dc.creator (作者) 李穎琪zh_TW
dc.creator (作者) Lei, Weng-Keien_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Sep-2023 15:43:25 (UTC+8)-
dc.date.available 1-Sep-2023 15:43:25 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2023 15:43:25 (UTC+8)-
dc.identifier (Other Identifiers) G0108464054en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147111-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 108464054zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與研究問題 4
第三節 研究範圍與名詞釋義 6
第二章 文獻探討 8
第一節 群眾募資 8
第二節 知覺價值、信任與捐贈意願的意涵 12
第三節 知覺價值、信任與捐贈意圖假設推導 15
第三章 研究方法 21
第一節 研究架構 21
第二節 研究假設 21
第三節 研究變數說明 22
第四節 研究對象與資料收集 25
第五節 預試分析 26
第四章 資料分析 29
第一節 次數分配表 29
第二節 描述性統計 31
第三節 信度分析 33
第四節 相關分析 34
第五節 獨立樣本 t 檢定分析 34
第六節 曾經捐贈的金額範圍之變異數分析 37
第七節 驗證性因素分析 39
第八節 結構模型及假設驗證 41
第九節 中介效果分析 42
第五章 研究結論與建議 44
第一節 結果彙整 44
第二節 研究結論 45
第三節 研究貢獻 51
第四節 研究限制與未來建議 53
參考文獻 55
附錄、問卷 65		zh_TW
dc.format.extent 2958614 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108464054en_US
dc.subject (關鍵詞) 群眾募資zh_TW
dc.subject (關鍵詞) 捐贈型群眾募資zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) 信任zh_TW
dc.subject (關鍵詞) 捐贈意圖zh_TW
dc.subject (關鍵詞) Non-profit organizationsen_US
dc.subject (關鍵詞) Crowdfunding platformsen_US
dc.subject (關鍵詞) Perceived valueen_US
dc.subject (關鍵詞) Trusten_US
dc.subject (關鍵詞) Donation intentionen_US
dc.title (題名) 公益群眾募資平台知覺價值、信任與捐贈意圖之研究zh_TW
dc.title (題名) Perceived Value, Trust and Donation Intention of Donation-based Crowdfundingen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
江明修(2002)。非營利管理。台北：智勝。
吳肇展(2010)。基金會品牌知名度與捐贈意願關係之研究－以品牌形象為中介變數。非營利組織管理學刊，9，87-102。
林雅燕(2014)。新興募資方式─群眾募資行為之初探。經濟研究，14，152-172。
張淑青(2006)。顧客忠誠驅動因子之研究－顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響。輔仁管理評論，13(1)，107-132。
許嘉霖、鄭婕盈、吳念庭(2020)。應用S-O-R架構探討影響顧客對於企業使用綠色包裝之滿意度及忠誠度之因素。品質學報，27(1)，26-42。
陳美后、陳盈璋(2022)。消費者對有機認證標章知覺價值、產品信任及其購買意願之研究。輔仁民生學誌，28(1)，1-20。
黃薇樺、張嘉玲(2022)。【群眾募資亮點觀測】疫情干擾不退燒－2021台灣群募百萬專案趨勢發展大揭密。FINDIT。取自https://findit.org.tw/researchPageV2.aspx?pageId=1925
群眾觀點(2022)。2021年台灣群眾集資年度報告。取自https://2021.report.crowdwatch.tw/
蕭新煌、官有垣、陸宛蘋(2017)。非營利部門：組織與運作(第三版)。台北：巨流圖書公司。

二、外文文獻
Aaker, D. A., & Bagozzi, R. P. (1979). Unobservable variables in structural equation models with an application in industrial selling. Journal of Marketing Research, 147-158.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277.
Alegre, I., Moleskis, M. Beyond Financial Motivations in Crowdfunding: A Systematic Literature Review of Donations and Rewards. Voluntas 32, 276–287 (2021).
Alharbey, M., & Van Hemmen, S. (2021). Investor intention in equity crowdfunding. Does trust matter?. Journal of Risk and Financial Management, 14(2), 53-72.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
Asante, I. O., Fang, J., Darko, D. F., & Altab, H. M. (2021). Examining the antecedents of user donation intentions toward social media articles: Moderation effects of social contagion. SAGE Open, 11(1), 1-12.
Bagozzi, R., Edwards, J. (1998). A General Approach for Representing Constructs in Organizational Research. Organizational Research Methods, 1(1), 45-87.
Bansal, G., Zahedi, F. M., & Gefen, D. (2016). Do context and personality matter? Trust and privacy concerns in disclosing private information online. Information & Management, 53(1), 1-21.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2008). Guilt and giving: A process model of empathy and efficacy. Psychology & Marketing, 25(1), 1-23.
Beaulieu, T., Sarker, S., & Sarker, S. (2015). A conceptual framework for understanding crowdfunding. Communications of the Association for Information Systems, 37(1), 1-32.
Bednall, T. C., Bove, L. L., Cheetham, A., & Murray, A. L. (2013). A systematic review and meta-analysis of antecedents of blood donation behavior and intentions. Social Science & Medicine, 96, 86-94.
Beldad, A., Snip, B., & van Hoof, J. (2014). Generosity the second time around: Determinants of individuals’ repeat donation intention. Nonprofit and Voluntary Sector Quarterly, 43(1), 144-163.
Belleflamme, P., Lambert, T., & Schwienbacher, A. (2010). Crowdfunding: An industrial organization perspective. In Prepared for the workshop Digital Business Models: Understanding Strategies’, held in Paris on June, 25-26.
Bolt, S., Eisinga, R., Venbrux, E., Kuks, J. B., & Gerrits, P. O. (2011). Personality and motivation for body donation. Annals of Anatomy-Anatomischer Anzeiger, 193(2), 112-117.
Borst, I., Moser, C., & Ferguson, J. (2018). From friendfunding to crowdfunding: Relevance of relationships, social media, and platform activities to crowdfunding performance. New Media & Society, 20(4), 1396-1414.
Bouncken, R. B., Komorek, M., & Kraus, S. (2015). Crowdfunding: The current state of research. International Business & Economics Research Journal, 14(3), 407-416.
Bretschneider, U., & Leimeister, J. M. (2017). Not just an ego-trip: Exploring backers’ motivation for funding in incentive-based crowdfunding. The Journal of Strategic Information Systems, 26(4), 246-260.
Briggs, N. (2006). Estimation of the standard error and confidence interval of the indirect effect in multiple mediator models. The Ohio State University, Columbus.
Bukhari, F. A. S., Usman, S. M., Usman, M., & Hussain, K. (2019). The effects of creator credibility and backer endorsement in donation crowdfunding campaigns success. Baltic Journal of Management, 15(2), 215-235.
Chapman, C. M., Hornsey, M. J., & Gillespie, N. (2021). To what extent is trust a prerequisite for charitable giving? A systematic review and meta-analysis. Nonprofit and Voluntary Sector Quarterly, 50(6), 1274-1303.
Chen, Y., Dai, R., Wang, L., Yang, S., Li, Y., & Wei, J. (2021). Exploring donor`s intention in charitable crowdfunding: intrinsic and extrinsic motivations. Industrial Management & Data Systems, 121(7), 1664-1683.
Cheung, C. K., & Chan, C. M. (2000). Social-cognitive factors of donating money to charity, with special attention to an international relief organization. Evaluation and Program Planning, 23(2), 241-253.
Chin, W. W. (1998). Commentary: Issues and Opinion on Structural Equation Modeling. Management Information Systems Quarterly, 22(1), 7-16.
Choy, K., & Schlagwein, D. (2016). Crowdsourcing for a better world: On the relation between IT affordances and donor motivations in charitable crowdfunding. Information Technology & People, 29(1), 221-247.
Churchill, G. A. Jr,(1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64-73.
Curran, R., Taheri, B., MacIntosh, R., & O’Gorman, K. (2016). Nonprofit brand heritage: Its ability to influence volunteer retention, engagement, and satisfaction. Nonprofit and Voluntary Sector Quarterly, 45(6), 1234-1257.
de Morais Watanabe, E. A., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184.
Doney, P. M., Cannon, J. P., & Mullen, M. R. (1998). Understanding the influence of national culture on the development of trust. Academy of Management Review, 23(3), 601-620.
Duarte, P., Machado, J. C., & Martins, C. (2020). Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust. International Review on Public and Nonprofit Marketing, 17(2), 135-157.
Evers, A., & Gesthuizen, M. (2011). The impact of generalized and institutional trust on donating to activist, leisure, and interest organizations: Individual and contextual effects. International Journal of Nonprofit and Voluntary Sector Marketing, 16(4), 381-392.
Ferreira, V., Papaoikonomou, E., & Terceno, A. (2022). Unpeel the layers of trust! A comparative analysis of crowdfunding platforms and what they do to generate trust. Business Horizons, 65(1), 7-19.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frey, B. S., & Meier, S. (2004). Pro-social behavior in a natural setting. Journal of Economic Behavior & Organization, 54(1), 65-88.
Fritz, M. S., MacKinnon, D. P. (2007). Required sample size to detect the mediated effect. Psychological Science, 18, 233-239.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51-90.
Gerber, E. M., & Hui, J. (2013). Crowdfunding: Motivations and deterrents for participation. ACM Transactions on Computer-Human Interaction (TOCHI), 20(6), 1-32.
Gierczak, M. M., Bretschneider, U., Haas, P., Blohm, I., & Leimeister, J. M. (2016). Crowdfunding: Outlining the new era of fundraising. In Crowdfunding in Europe, 7-23.
Gipp, N., Kalafatis, S. P., & Ledden, L. (2008). Perceived value of corporate donations: an empirical investigation. International Journal of Nonprofit and Voluntary Sector Marketing, 13(4), 327-346.
Giudici, G., Nava, R., Rossi Lamastra, C., & Verecondo, C. (2012). Crowdfunding: The New Frontier for Financing Entrepreneurship?. SSRN Electronic Journal, 1-13.
Graça, S. S., & Zwick, H. C. (2021). Perceived value of charitable involvement: The millennial donor perspective. Journal of Philanthropy and Marketing, 26(4), 1-11.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate data analysis (7th ed.). Englewood Cliffs, NJ: Prentice Hall.
Hair, Jr. J. F., Anderson, R. E., Tatham, R, L. & Black, W. C. (1998). Multivariate data analysis (5th ed.). Englewood Cliffs, NJ: Prentice Hall.
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the New Millennium. Communication Monographs, 76(4), 408-420.
Ho, H. Y., Lin, P. C., & Lu, M. H. (2014). Effects of online crowdfunding on consumers’ perceived value and purchase intention. The Anthropologist, 17(3), 837-844.
Hooper, D., Coughlan, J., & Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
Hopp, T., Santana, A., & Barker, V. (2018). Who finds value in news comment communities? An analysis of the influence of individual user, perceived news site quality, and site type factors. Telematics and Informatics, 35(5), 1237-1248.
Howe, J. (2008). Crowdsourcing: How the Power of the Crowd Is Driving the Future of Business. Random House, New York.
Hudson, B. (2004). Trust: Towards conceptual clarification. Australian Journal of Political Science, 39(1), 75-87.
Jha, A. K. (2020). Understanding generation alpha.
Jiao, H., Qian, L., Liu, T., & Ma, L. (2021). Why do people support online crowdfunding charities? A case study from China. Frontiers in Psychology, 12, 1-14.
Kaartemo, V. (2017). The elements of a successful crowdfunding campaign: A systematic literature review of crowdfunding performance. International Review of Entrepreneurship, 15(3), 291-318.
Kawamura, Y., & Kusumi, T. (2017). The norm-dependent effect of watching eyes on donation. Evolution and Human Behavior, 38(5), 659-666.
Kenang, I. H., & Gosal, G. (2021). Factors affecting online donation intention in donation-based crowdfunding. The Winners, 22(2), 97-104.
Kenny, D. A. (2006). Series editor’s note. In T. A. Brown (Ed.), Confirmatory factor analysis for applied research (pp. ix–x). New York: Guilford.
Kim, M. J., Hall, C. M., & Kim, D. K. (2020). Why do investors participate in tourism incentive crowdfunding? The effects of attribution and trust on willingness to fund. Journal of Travel & Tourism Marketing, 37(2), 141-154.
Kim, S., Kang, C., & Engel, R. (2022). What convinces donors? An analysis of donation‐based crowdfunding projects from nonprofit charities: The case of South Korea. Nonprofit Management and Leadership, 32(4), 627-649.
Kim, Y., & Peterson, R. A. (2017). A Meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44-54.
Kirana, A. F., Azzahro, F., Handayani, P. W., & Fitriani, W. R. (2020). Trust and Distrust: The antecedents of intention to donate in digital donation platform. In 2020 Fifth International Conference on Informatics and Computing, 1-6.
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford.
Konstantinou, I., & Jones, K. (2022). Investigating Gen Z attitudes to charitable giving and donation behaviour: Social media, peers and authenticity. Journal of Philanthropy and Marketing, 27(3).
Kottasz, R. (2004). How should charitable organisations motivate young professionals to give philanthropically?. International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), 9-27.
Lagazio, C., & Querci, F. (2018). Exploring the multi-sided nature of crowdfunding campaign success. Journal of Business Research, 90, 318-324.
Lee, D., & Park, J. (2020). The relationship between a charity crowdfunding project`s contents and donors` participation: An empirical study with deep learning methodologies. Computers in Human Behavior, 1-8.
Liang, T. P., Wu, S. P. J., & Huang, C. C. (2019). Why funders invest in crowdfunding projects: Role of trust from the dual-process perspective. Information & Management, 56(1), 70-84.
Liu, L., Suh, A., & Wagner, C. (2018). Empathy or perceived credibility? An empirical study on individual donation behavior in charitable crowdfunding. Internet Research, 28(3), 623-651.
Liu, W., & Gumah, B. (2020). How perceived value of feedback influences its impact on self-efficacy. Social Behavior and Personality: An International Journal, 48(6), 1-9.
MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39, 99-128.
MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S.G.,& Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7(1),83-104.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
Mollick, E. (2014). The dynamics of crowdfunding: An exploratory study. Journal of Business Venturing, 29(1), 1-16.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Moriuchi, E., & Takahashi, I. (2022). The role of perceived value, trust and engagement in the C2C online secondary marketplace. Journal of Business Research, 148, 76-88.
Moysidou, K., & Hausberg, J. P. (2020). In crowdfunding we trust: A trust-building model in lending crowdfunding. Journal of Small Business Management, 58(3), 511-543.
Naskrent, J., & Siebelt, P. (2011). The influence of commitment, trust, satisfaction, and involvement on donor retention. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 22, 757-778.
Oosterhof, L., Heuvelman, A., & Peters, O. (2009). Donation to disaster relief campaigns: Underlying social cognitive factors exposed. Evaluation and Program Planning, 32(2), 148-157.
Ordanini, A., Miceli, L., Pizzetti, M., & Parasuraman, A. (2011). Crowd‐funding: Transforming customers into investors through innovative service platforms. Journal of Service Management, 22(4), 443-470.
Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154-161.
Pfattheicher, S., Nielsen, Y. A., & Thielmann, I. (2022). Prosocial behavior and altruism: A review of concepts and definitions. Current Opinion in Psychology, 44, 124-129.
Pitchay, A. A., Eliz, N. M. A., Ganesan, Y., Mydin, A. A., Ratnasari, R. T., & Thaker, M. A. M. T. (2021). Self-determination theory and individuals’ intention to participate in donation crowdfunding. International Journal of Islamic and Middle Eastern Finance and Management, 15(3), 506-526.
Raab, M., Friedrich, T., Schlauderer, S., & Overhage, S. (2017). Understanding the role of social presence in crowdfunding: Evidence from leading US and German platforms, 1758-1774.
Ranganathan, S. K., & Henley, W. H. (2008). Determinants of charitable donation intentions: a structural equation model. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 1-11.
Robiady, N. D., Windasari, N. A., & Nita, A. (2021). Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance. International Journal of Research in Marketing, 38(2), 492-500.
Rodriguez-Ricardo, Y., Sicilia, M., & López, M. (2019). Altruism and internal locus of control as determinants of the intention to participate in crowdfunding: the mediating role of trust. Journal of Theoretical and Applied Electronic Commerce Research, 14(3), 1-16.
Salido-Andres, N., Rey-Garcia, M., Alvarez-Gonzalez, L.I., Vazquez-Casielles, R. Mapping the Field of Donation-Based Crowdfunding for Charitable Causes: Systematic Review and Conceptual Framework. Voluntas 32, 288–302 (2021).
Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2009). Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction. Journal of Retailing and Consumer Services, 16(6), 425-433.
Sargeant, A. (2013). Donor Retention: What Do We Know & What Can We Do about It? (pp. 12-23). Nonprofit Quarterly.
Sargeant, A., Ford, J. B., & West, D. C. (2006). Perceptual determinants of nonprofit giving behavior. Journal of Business Research, 59(2), 155-165.
Sasaki, S. (2019). Majority size and conformity behavior in charitable giving: Field evidence from a donation-based crowdfunding platform in Japan. Journal of Economic Psychology, 70, 36-51.
Segars, A. H. (1997). Assessing the unidimensionality of measurement: A paradigm and illustration within the context of information systems research. Omega, 25(1), 107-121.
Shahid, S., Becker, A., & Kundi, Y. M. (2021). Do reputational signals matter for nonprofit organizations? An experimental study. Management Decision, 60(6), 1645-1661.
Sharma, V. M., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52, 1-11.
Shneor, R., Mrzygłód, U., Adamska-Mieruszewska, J., & Fornalska-Skurczyńska, A. (2021). The role of social trust in reward crowdfunding campaigns’ design and success. Electronic Markets, 1-16.
Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental studies: New procedures and recommendations. Psychological Methods, 7(4), 422-445.
Sobel, M. E. (1982). Aysmptotic confidence intervals for indirect effects in structural equation models. In S. Leinhardt (Ed.), Sociological Methodology (pp. 290-212). San Francisco: Jossey-Boss.
Sobel, M. E. (1986). Some new results on indirect effects and their standard errors in covariance structure models. In N. Tuma (Ed.), Sociological Methodology (pp. 159-186). Washington, DC: American Sociological Association.
Steigenberger, N. (2017). Why supporters contribute to reward-based crowdfunding. International Journal of Entrepreneurial Behavior & Research, 23(2), 336-353.
Sura, S., Ahn, J., & Lee, O. (2017). Factors influencing intention to donate via social network site (SNS): From Asian’s perspective. Telematics and Informatics, 34(1), 164-176.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Theerthaana, P., & Manohar, H. L. (2021). How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding. Journal of Research in Interactive Marketing, 15(2), 243-266.
Thompson, B. (2004). Exploratory and confirmatory factor analysis: Understanding concepts and applications. Washington: American Psychological Association.
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 1-15.
Wang, T., Li, Y., Kang, M., & Zheng, H. (2019). Exploring individuals’ behavioral intentions toward donation crowdfunding: evidence from China. Industrial Management & Data Systems, 119(7), 1515-1534.
White, K. M., Poulsen, B. E., & Hyde, M. K. (2017). Identity and personality influences on donating money, time, and blood. Nonprofit and Voluntary Sector Quarterly, 46(2), 372-394.
Wieck, E., Bretschneider, U., & Leimeister, J. M. (2013). Funding from the crowd: An internet-based crowdfunding platform to support business set-ups from universities. International Journal of Cooperative Information Systems, 22(3), 1-12.
Williams, J., & MacKinnon, D. P. (2008). Resampling and distribution of the product methods for testing indirect effects in complex models. Structural Equation Modeling, 15, 23-51.
Williamson, O. E. (1993). Calculativeness, trust, and economic organization. The Journal of Law and Economics, 36(1-2), 453-486.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Yang, X., Zhao, K., Tao, X., & Shiu, E. (2019). Developing and validating a theory-based model of crowdfunding investment intention—Perspectives from social exchange theory and customer value perspective. Sustainability, 11(9), 2525-2542.
Yuen, K. F., Wang, X., Wong, Y. D., & Zhou, Q. (2018). The effect of sustainable shipping practices on shippers’ loyalty: The mediating role of perceived value, trust and transaction cost. Transportation Research Part E: Logistics and Transportation Review, 116, 123-135.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, F., Zhang, H., & Gupta, S. (2022). Investor participation in reward-based crowdfunding: impacts of entrepreneur efforts, platform characteristics, and perceived value. Information Technology and Management, 1-18.
Zhang, X., Hu, W., & Xiao, Q. (2021). Influences of medical crowdfunding website design features on trust and intention to donate: controlled laboratory experiment. Journal of Medical Internet Research, 23(5), 1-15.
Zhang, Y., Tan, C. D., Sun, J., & Yang, Z. (2020). Why do people patronize donation-based crowdfunding platforms? An activity perspective of critical success factors. Computers in Human Behavior, 112, 1-9.
Zhao, L., & Vinig, T. (2019). Guanxi, trust and reward-based crowdfunding success: a Chinese case. Chinese Management Studies, 14(2), 455-472.
Zheng, H., Hung, J. L., Qi, Z., & Xu, B. (2016). The role of trust management in reward-based crowdfunding. Online Information Review, 40(1), 97-118.
Zogaj, A., Tscheulin, D. K., Lindenmeier, J., & Olk, S. (2021). Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement. Journal of Business Economics, 91(3), 379-400.		zh_TW