楊淑玲曾宥達2025-08-282025-08-282019-06-11U0061-2908201913500800https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-2908201913500800https://nutcir-lib.nutc.edu.tw/handle/123456789/1231本研究旨於探討2012年至2018年國內音樂類群眾募資之贊助者出資動機與最終專案募資績效之關聯，透過專案成功率、專案完成度與專案贊助人數三方面作為衡量募資績效之依據，並導入信任理論所延伸之自定義變數探討贊助行為。研究發現音樂創作提案人若具高網路聲量，整體募資績效較優異，且透過展現創作能力與公益關懷性格能有效促使專案成功。The study provides an insight into the factors of sponsorship motivation that influence the fundraising performance of Taiwanese Indie music crowdfunding from 2012 to 2018. The research includes three dimensions to measure fundraising performance such as success rate of projects, completing rate of projects and quantity of backers, and introduces self-defining variables extended from the Theory of Trust to explore sponsorship motivation. The study found that if the music creator has a high volume on social media, the fundraising performance is excellent, and the success rate can be effectively improved by showing the creative ability and the charity character.zh音樂類群眾募資FlyingZecZec信任Musical CrowdfundingFlyingVZecZecTrustmaster thesis