群眾募資的興起，讓個人或組織可以向群眾募集資金，而現今隨著網路的普及，人們更容易使用線上平台，群眾募資平台已是現代許多年輕設計師或新創企業為創業募集資金的最佳工具之一。然而，隨著群眾募資的蓬勃發展，近年和回饋型群眾募資有關的爭議數量也有上升趨勢，「延遲交貨」、「產品品質和預期有落差」則是回饋型群眾募資爭議與贊助人怨言增加的其中主因。本研究聚焦在回饋型群眾募資的設計類專案，探討募資專案履行面對延遲交貨、產品品質和預期有落差時，提案人回應贊助人的有效策略，以及募資平台如何透過機制的優化來支持前述的有效策略。
本研究以紮根理論為主要研究方法，透過網路資料搜集及半結構式訪談的方式蒐集提案人與贊助人間的互動有關質性資料，並採用開放性編碼、主軸編碼、選擇性編碼流程對資料分析與歸納，最後則透過與情境危機溝通理論及群眾參與感等既有文獻做比較，以獲得更通則性的推論。研究發現專案履行遭遇延遲出貨、產品品質和預期有落差時，承擔責任策略以及補償回饋策略有助於減低提案人聲譽在事件中的傷害，此兩項策略也可以轉化為提案人與贊助人交流的機會 ; 群眾參與感策略則能提高贊助人專案參與中的享樂價值，進而降低贊助人對功利性元素的擔憂、並提高其再次購買意圖。募資平台機制的建構或優化可以透過支援龐大客服量管理、支援補償回饋工具、支持社群互動三個面向的強化，輔助提案人面對贊助人的回應策略，並有助於群眾募資產業健全的發展。

The rise of crowdfunding has allowed individuals and organizations to raise funds from the crowd, and now with the popularity of the internet, it is easier for people to access online platforms. Crowdfunding platforms are already one of the most significant tools for many young designers or start-ups to raise funds for their business nowadays. However, With the booming of crowdfunding, the number of controversies related to crowdfunding has been on the rise in recent years. “Delayed delivery” and “the quality of the product not meeting expectations” were the main reasons for the increase in dispute in reward-based crowdfunding and complaints from sponsors. The purpose of this research was to explore creator’s effective response strategies to sponsors of design projects in reward-based crowdfunding when project implementation encountered delayed delivery or the quality of the product not meeting expectations and the way crowdfunding platforms can support these effective strategies through optimized mechanisms.
This study uses grounded theory as the main research method. We collected qualitative data of the interaction experience between creators and sponsors through online data collection and semi-structured interviews. The data analysis followed the process of open coding, axial coding, and selective coding. Finally, the findings were compared to SCCT theory and theory related to crowd participation to propose a more general theory. We found that when project implementation encountered delayed delivery or the quality of the product not meeting expectations, taking responsibility strategy and compensation strategy helps to reduce the damage to the creators’ reputation in an incident. These two strategies could turn into a communication opportunity for creators and sponsors. Crowd participation strategy could increase the hedonic value of sponsors’ participation, thereby reducing sponsors’ concern about the utilitarian elements and increasing sponsors’ repurchase intention. The crowdfunding platform mechanism can be optimized from three aspects to assist creator’s response strategies and make a positive contribution to the development of the crowdfunding industry, including customer service management support, compensation widgets support, and community interaction support.

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