本研究以嘖嘖和NPO channel兩個募資平台為例，透過問卷研究消費者對募資平台的信任、募資產品的吸引力、募資形式感知的經濟利益回報、知覺風險及知覺價值是否會影響贊助意願，藉此提供未來欲使用群眾募資的發起者參考，對於群眾募資消費者的主要關鍵因素。本研究以曾經贊助過群眾募資的消費者作為研究樣本，透過FACEBOOK發放網路問卷共收集有效問卷300份，進行敘述統計及信效度分析後，以結構模型方程（Structural Equation Modelling, SEM）的路徑分析（Path analysis）驗證假說，研究結果發現受測者對於募資平台的信任、產品吸引力、經濟利益的回報及知覺價值都有正向的影響購買意願，只要有效的提昇這幾個構面，就能提高購買意願，有趣的是群眾募資的消費者不會因為知覺風險高而影響購買意願，這與過去一般非群眾募資的消費者行為研究較為不同。

This research is based on two popular crowdfunding platforms, NPO channel and
Zec Zec。The research is conducted by surveying costumers level of confidence on the platform, attractiveness of the fundraising products, the financial rewards by the type of crowdfunding, perceived risk and perceptual value of the platform on the willingness for sponsorship. This research may serve as a guideline on the key factors that might influence the future proposers who might consider using the crowdfunding platform. This research takes samples from consumers who have sponsored crowdfunding platform before. 300 Surveys were collected via Facebook and statistically analyzed using reliability and narration. Then, data were used to prove hypothesis using structural equation modeling (SEM) via path analysis. The results demonstrate the consumers have a positive correlation on the purchase intention and level of confidence on the platform, attractiveness of the fundraising products, the financial rewards by the type of fundraising, and awareness of the value of the platform. In addition, a few changes to the structure of platform will increase the likelihood to purchase. Interestingly, consumers were not affected by the perceived risk on the purchase intention, this is very different from past consumer behaviors.

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