探討群眾募資平臺出資者關鍵選擇因素

Abstract

長期以來，籌措資金一直是一項令人困擾的課題但又是創業者必須跨過的一項重要里程碑，新創企業家由於信用財產抵押原因，並無法輕易向銀行取得借貸資金，而向親朋好友所借貸資金來源也有限，且在草創階段並不易得到創投青睞。往因此一個好的創業機會被扼殺。但近年來因網路web3.0之賜，越來越多群眾募資平臺因應而生，群眾募資平臺模式五花八門，之中有表現亮眼的，當然也有表現差的。 本研究除了探討歐美群眾募資平臺商業模式外，更對籌資群眾募資平臺法令及籌資管道上有些著墨。本研究旨在探討在眾多募資平臺上，當一般消費者為出資者(Investors/Donators)時，出資者會依何種關鍵因素來決定投資專案，也就是專案產品的何項因素(例如:行銷活動、故事鋪陳、產品外觀、實用性、理念、宗旨、影片拍攝手法)。將會使出資者最後把他/她有限的資源投入。 設計問卷並包含4大構面，8大準則，為人、產品、經濟、行銷構面，發給曾在募資平臺上參與專案的出資者，並遵循PTSM研究方法(主要由DANP所構成)，分析問卷結果後並得知構面間的關聯度及準則間的關聯度，並依分析結果(重要性積分及產業表現積分)劃出VIKOR定位圖。最後，依據問卷結果分析得到結果，出資者考量的關鍵選擇因素依序為: (1)期望報酬(2)售後服務(3)創業者熱忱及未來規劃。依此問卷分析結果，便可給專案發起者甚至平臺設計者一策略方向參考。

Over the years, funding has been the problems but is an important milestone the entrepreneur must cross. The young entrepreneur due to mortgage credit reasons, can not easily obtain loan funds from banks. And money from family and friend is limited. Often in this situation, a good business opportunity will be stifled. But in recent years, thanks to the Internet web3.0, the more and more Crowdfunding platforms rise. Crowdfunding platform model varied, with brisk performance, but also poor performance.

In this study, in addition to Europe and America Crowdfunding introduction, but also for normal financing act and some law of crowdfunding platform. This study aimed to explore when the funders (Investors / Donators) make their decision, what key factors will they consider. For example, marketing activities, elaborate story, product appearance, practicality, ideas, purposes, filming techniques, etc. and so on.

Questionnaire has been designed and also contains four major scope, eight major criteria, which is man, product, economic, marketing. The questionnaire has been delivered to those who ever involved in the fund-raising project platform. After this, follow PTSM research methods which is mainly constituted by DANP and after analysis of the questionnaire results. I know that the degree of correlation of scope and correlation of criteria. Then according to the analysis results (the importance of integration and performance of industrial integration), I draw a VIKOR location map.

Most importantly, according to the questionnaire results we know the key selection factors which donators/investors consider most, is: (1) the expected return (2) Service (3) entrepreneur enthusiasm and future planning. Finally, those questionnaire results, may present to project funders and even platform designers.