群眾募資是近年來一種嶄新且熱門的籌資途徑，許多中小型企業、新創公司或是一般社會大眾，都會使用這種方式募集所需資金。然而，在募資概念的發想、創建專案進行募資、到獲取資金並履行回饋的種種過程中，不但十分冗長，且處處充滿風險。也因此，國外已有學者在探討影響募資成敗的可能因素，試圖降低募資過程可能遭遇的負面衝擊。然而，即便群眾募資進入台灣已經四年有餘，國內外學界針對台灣專案的成功要素之分析卻仍乏人問津，而產業界若直接引用或參考現有國外的相關學術文獻，多少會有水土不服之情，不一定全盤適用，反而可能造成錯誤的資源投入。此次研究，主要是透過探索專屬台灣群募市場的成功要素，使提案人或平台經營者在未來投入資源時能更有效率的分配、達到更良好的募資成效。

本研究採用質性研究方法，針對台灣兩大代表性群眾募資平台：flyingV、Gogo（勾勾）以及其上架的案件進行分析。我們前往兩家公司與主要負責人進行訪談，探討無法透過數據顯示的關鍵要素。

研究發現，台灣群眾募資的成功要素不但來自專案的品質、提案者對專案的操作設定、市場的反映應對、社會資本的掌控、以及地緣因素等領域外，「募資平台的貢獻」也扮演了非常關鍵的角色。提案人除了在掌握自身所能控制的領域之外，也應選擇適當的募資平台進行籌資；而平台經營者也應持續對平台進行推廣與優化，以提升專案在此平台上的成功機會。

Crowdfunding is a novel and popular way of funding for individual entrepreneurs and middle-sized enterprises. However, undertaking the whole process to collect funds successfully is risky and wasting time. Especially in Taiwan, founders (entrepreneurs and enterprises) may suffer much more obstructions in the domestic crowdfunding market, which is in its infancy. Therefore, the purpose of this research is to understand the potential factors to success of Taiwanese crowdfunding projects.

The research analyzed two major reward-based crowdfunding platforms- flyingV and Gogo. We conducted interviews with important roles of those platforms, discovering the factors which cannot be shown by the data analysis.

We find several key factors of success particularly relevant to Taiwan-based projects and define the differences between successful and failed crowdfunding projects. Most importantly, we assume that the contribution of crowdfunding platform also plays a vital role to determine the chance of success of projects. When founders trying to raise funds by crowdfunding approach, choosing an appropriate crowdfunding platform should not be considered lightly.

Abstract i
摘要 ii
1.Introduction 1
2. Literature review 4
2.1 Definition of Crowdfunding 4
2.2 Three Approaches of Crowdfunding 5
2.3 The Research of Success Factors 8
3.Methodology 18
3.1Aim 18
3.2 Sample and data Collection 19
4.Analyses and Results 23
4.1 Consultancy Service 23
4.2 Localized Promotion Strategy 25
4.3 Free-Topic Proposals 28
4.4 Follow-up Mechanism 30
5.Conclusion 33
5.1 Contribution 33
5.2 Limitation 33
6.Reference 34

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