在台灣，群眾集資平台的商業模式已經發展成熟。近期更有愈來愈多的人造訪群眾集資平台，瀏覽上面的資訊與商品。然而，根據Crowdfunding annual report (2015)的數據統計，參與群眾集資計畫的人遠遠不及於台灣總人口的1.5%，更與參與網路購物的消費者人口數有極大的差距。因此，本篇著重於探討在群眾集資平台上，影響消費者購買意願的因素。
首先，本研究探討MOA模型(動機-機會-技能)與關係連結(財務、結構連結)對知識交流的影響。再者，探討知識交流對信任以及信任、財務連結與結構連結對購買意圖的影響。其中，財務連結對於知識交流的影響在此研究結果為不成立，可得知其之間並無直接影響關係。 
此份研究的問卷填答者皆為知道群眾集資平台的使用者，一共蒐集609份有效問卷，並應用AMOS 17.0分析所有得來的數據。在研究最後，也提供了理論及管理方面的建議，希望能成為學術界以及業界間的研究橋梁。

Crowdfunding platform in Taiwan have been developed into a mature model recently. More and more people will visit the platform; however, there is still a big gap when it compares to the people who do online shopping. According to Crowdfunding annual report (2015), only less than 1.5% of population have taken part into crowdfunding project. Thus, this study discusses the factor of customer’s purchase intention on Crowdfunding platform. 
Firstly, the study explores the relationship of MOA (motivation, opportunity and ability) and Relational Bonds (Financial Bonds and Structural Bonds) to Knowledge Exchange. Secondly, it examines the effect of knowledge exchange to trust. Finally, the relationship between trust, financial bonds and structural bonds and purchase intention.
This study respondents are people who know the Crowdfunding platform, we collected 609 validity questionnaires in total and applied AMOS 17.0 to analyse the collected data. All of the hypothesis are all supported except for hypotheses 4: Financial bonds have a positive impact on Knowledge Exchange. This shows that the effect of financial incentives is not direct to knowledge exchange. 
Finally, this research offers the theoretical and managerial implications for academic and practical sides and provides suggestions for future scholar.

Content
Chapter 1	1
1.1 Overview	1
1.2 Research Objective	3
2.1 MOA model (Motivation, Opportunity and Ability)	5
2.2 Relational Bonds	9
2.3 Knowledge Exchange	15
2.4 Trust	16
2.5 Purchase Intention	18
2.6 Relationship between MOA model and Knowledge Exchange	20
2.7 Relationship between Relational Bonds and Knowledge Exchange	22
2.8 Relationship between Knowledge Exchange and Trust	23
2.9 Relationship between Trust and Purchase Intention	24
2.10 Relationship between Relational Bonds and Purchase Intention	25
Chapter 3 Research Model and Methodology	26
3.1 Research setting	26
3.2 Measurement development	27
3.3 Questionnaire Design	27
3.4 Sampling and Data collection	29
3.5 Data Analysis Method	30
Chapter 4 Data Analysis and Results	31
4.1. Descriptive Statistical Analysis	32
4.2 Measurement model	34
4.3 Structural Equation Model Analysis	41
Chapter 5	45
5.1 Discussion	45
5.2 Theoretical Implication	45
5.3 Managerial Implication	46
5.4 Limitation	47
5.5 Future Research and Suggestion	48
Reference List	49
Appendix	65

 
List of Figures
Figure 1 The number of the Crowdfunders	1
Figure 2 Research Process	4
Figure 3 The Research Conceptual Framework	26
Figure 4 Research Framework	44

 

List of Tables
Table 1 Construct and Items	28
Table 2 Questionnaire collected	30
Table 3 Descriptive Statistical Analysis	33
Table 4 CFA - Model Fit	35
Table 5 Reliability and Validity Analysis	37
Table 6 Difference of Chi-square	38
Table 7 Analysis of Discriminant Validity	40
Table 8 SEM - Model Fit	41
Table 9 The result of the structural model	43

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