隨著國內外群眾募資平台的興起，越來越多創業者會使用群眾募資平台來為其事業募集資金，在群眾募資平台上，平台會讓發起人控制其方案的價格以及內容，因此許多發起人會運用折扣來改善其募資效率；回饋型群眾募資（reward-based crowdfunding）為其中成長最快速以及最多人使用的募資方式。本研究目的為探討在群眾募資平台「all-or-nothing」運作模式下，以購買價值理論（theory of purchase value）為基礎，折扣的行銷手段在不同募資情境中對募資意願的影響，並以目標接近性、時間距離作為調節變項。本研究進行兩個實驗，並以此進行假說驗證。實驗一目的在於探討：在贊助滿足自我利益產品的情境下，折扣幅度對募資意願的效果，以目標接近性、時間距離作為調節變項；實驗一募集251位受試者，隨機分派至2（折扣幅度：大、小）× 2（目標接近性：遠、近）× 2（時間距離：遠、近）的受試者間實驗設計。實驗二目的在於探討：在贊助社會公益產品的情境下，折扣幅度對募資意願的效果，以目標接近性、時間距離作為調節變項；實驗二募集211位受試者，隨機分派至2（折扣幅度：大、小）× 2（目標接近性：遠、近）× 2（時間距離：遠、近）的受試者間實驗設計。研究結果顯示，不論在贊助滿足自我利益產品或者社會公益產品的情境下，目標接近性均無法維持贊助者的獲得價值（acquisition value）不受影響，造成折扣幅度的差異無法改變募資意願；然而，時間距離卻可以維持贊助者的獲得價值不受影響，造成折扣幅度的差異可以改變募資意願。此外，在贊助社會公益產品的情境下，確實有機會發生人們承擔財務上成本為他人帶來利益的行為，造成折扣幅度小的募資方案之募資意願顯著大於折扣幅度大的募資方案之募資意願。

With the rise of crowdfunding platforms, entrepreneurs are increasingly applying crowdfunding to raise funds for their new businesses. The project initiators usually have some control over prices and content of their project, and many of them tend to use discounts to improve the fundraising efficiency. Reward-based crowdfunding is one of the fastest-growing and most common methods of crowdfunding. Based upon the theory of purchase value, this research aims to explore the impact of discount on backers’ funding intention under the "all-or-nothing" model. By manipulating the goal proximity and temporal distance, this research examines the crowdfunding environment and investigates the effects of discounts on backers’ total perceived value under different crowdfunding situations. Two experimental studies were conducted to verify the hypothesis. Experiment 1 investigates that when backers sponsor self-benefit products, how discounts will affect funding intentions with varied goal proximity and temporal distance. A total of 251 participants were randomly assigned to a 2 (discount size: high vs low) × 2 (goal proximity: proximal vs distant) × 2 (temporal distance: proximal vs distant) between-subjects factorial design. Experiment 2 investigates that when backers sponsor social-good products, how discounts will affect funding intentions with varied goal proximity and temporal distance. A total of 211 participants were randomly assigned to a 2 (discount size: high vs low) × 2 (goal proximity: proximal vs distant) × 2 (temporal distance: proximal vs distant) between-subjects factorial design. The research findings suggest that whether the sponsorship is for self-benefit products or social-good products, goal proximity cannot maintain backers’ acquisition value, and further results in that the differential discounts could not affect backers’ funding intentions. However, temporal distance can maintain backers’ acquisition value; and results in that the differential discounts could influence backers’ funding intentions. In addition, when backers sponsor social-benefit products, it is likely that they are willing to bear a higher financial cost to help others.

第一章、緒論 1
一、群眾募資平台的發展現況 1
二、回饋型群眾募資的運作形式以及風險 1
第二章、研究背景與理論發展 3
一、群眾募資中的折扣 3
二、購買價值理論（theory of purchase value） 3
三、參與群眾募資的動機 4
四、群眾募資中的利社會動機（prosocial motivation） 5
五、目標接近性（goal proximity）與目標梯度理論（goal gradient theory） 7
六、時間距離(temporal distance) 8
七、折扣幅度與目標接近性對於募資意願的交互作用 9
八、折扣幅度與時間距離對於募資意願的交互作用 10
九、折扣幅度、目標接近性與時間距離對於募資意願的交互作用 11
第三章、研究方法 14
一、實驗一：贊助滿足自我利益產品 15
（一）折扣幅度的操弄 15
（二）目標接近性與時間距離的操弄 15
（三）募資意願的測量 15
二、實驗二：贊助社會公益產品 16
（一）折扣幅度的操弄 16
（二）目標接近性與時間距離的操弄 16
（三）募資意願的衡量 16
第四章、研究結果 17
一、實驗一：贊助滿足自我利益產品 17
（一）折扣幅度的操弄檢定 17
（二）目標接近性的操弄檢定 17
（三）時間距離的操弄檢定 17
（四）募資意願的衡量 18
（五）假說檢驗 18
二、實驗二：贊助社會公益產品 23
（一）折扣幅度的操弄檢定 23
（二）目標接近性的操弄檢定 23
（三）時間距離的操弄檢定 23
（四）募資意願的衡量 24
（五）假說檢驗 24
第五章、討論 29
一、理論貢獻 29
二、實務貢獻 31
第六章、研究限制與未來建議 32
參考文獻 34
附錄 38
附錄 1 問卷 1 38
附錄 2 問卷 2 42
附錄 3 問卷 3 46
附錄 4 問卷 4 50
附錄 5 問卷 5 54
附錄 6 問卷 6 58
附錄 7 問卷 7 62
附錄 8 問卷 8 66
附錄 9 問卷 9 70
附錄 10 問卷 10 74
附錄 11 問卷 11 78
附錄 12 問卷 12 82
附錄 13 問卷 13 86
附錄 14 問卷 14 90
附錄 15 問卷 15 94
附錄 16 問卷 16 98

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