隨著互聯網的發展，眾籌已成為一種適合於中小企業和創業者的融資模式。因過去研究對於預購型眾籌提案與消費行為之研究較為缺乏，故本研究以預購型眾籌提案特性（包含資訊性、感知可信度、意義性、新穎性、冒險性）為眾籌環境的刺激因素，探討預購型眾籌消費者對於預購型眾籌提案的反應，以瞭解其對消費者的功利性價值和享樂價值的影響。此外，以認知好奇為調節變數，進一步了解其對預購型眾籌提案特性與消費者感知價值之間的調節關係。研究對象為台灣和中國大陸消費者，其中台灣回收有效問卷348份，大陸回收有效問卷325份，並以結構方程模型（SEM）分析，除了資訊性，其他預購型眾籌的特性對消費者感知價值皆有正向影響；感知可信度和意義性藉由功利性價值影響消費者的購買意圖；新穎性和冒險性藉由享樂型價值影響消費者的購買意圖；而享樂型價值對台灣和大陸消費者的購買意圖的影響均大於功利性價值。在台灣，信息剝奪型認知好奇（D-EC）與興趣型認知好奇（I-EC）在預購型眾籌特性與感知價值之間不具有干擾效果；在中國，僅興趣型認知好奇在預購型眾籌特性與感知價值之間具有干擾效果。最後本研究發現預購型眾籌消費者重視產品的意義性與冒險性體驗，建議預購型眾籌的發起人在眾籌提案時，應強調該眾籌提案解決消費者問題與滿足其需求的能力，同時輔以具有享樂性的故事、圖片與影片，讓消費者產生移情作用。強化消費者的功利性價值與享樂型價值，才能有效提升消費者的購買意願。

With the development of the Internet, crowdfunding has become a new way for entrepreneurs to seek financing. Since there is lack of research discussing pre-order type crowdfunding products and customer behavior, this study focuses on this type of crowdfunding, applying S-O-R theory and using crowdfunding attributes (i.e. informativeness, perceived credibility, meaningfulness, novelty and adventure) as crowdfunding environmental stimul to understand the impacts on utilitarian value and hedonic value and examine customer’ reactions to crowdfunding products. In addition, epistemic curiosity will be manipulated as a moderating variable to further discuss its moderating effects on the relationships between crowdfunding attributes and customer perceived value. This study focuses on two markets, Taiwanese and Chinese, so from which 348 and 325 valid questionnaires were collected, respectively. The SEM results show that, except for informativeness, the other pre-order type crowdfunding attributes have positive influences on perceived value; meaningfulness and perceived credibility via utilitarian value positively affect purchase intention; novelty and adventure via hedonic value positively affect purchase intention; and hedonic value is a stronger predictor of purchase intention than utilitarian value in both Taiwan and China. In Taiwan, D-EC and I-EC do not moderate the relationships between crowdfunding attributes and perceived value; while in China, only I-EC moderates the relationships between crowdfunding attributes and perceived value. In conclusion, this study found that pre-order type crowdfunding consumers do indeed care about meaningfulness and adventure, suggesting that when pre-order type crowdfunding creators are launching a project, they should emphasize that the product is able to solve customers’ problems and satisfy their needs. At the same time, they should provide hedonic stories, pictures, and videos, so that consumers have empathetic feeling with regard to the pre-order type crowdfunding project. In addition, if pre-order type crowdfunding creators continue to increase the utilitarian value and hedonic value of customers, them the purchase intention of customers can also be enhanced.

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