群眾募資在臺灣路跑活動之應用

Abstract

本研究從雙邊市場理論出發，了解群眾募資在網路平台上媒合到執行的過程，探討群眾募資在臺灣路跑活動上的應用與發展。本研究蒐集與分析群眾募資網路平台相關之文件資料，訪談「進擊的太白粉」及「殭屍路跑」之專案負責人與flyingV群眾募資平臺業務負責人共三人，並以多重個案研究法分析「進擊的太白粉」及「殭屍路跑」兩個群眾募資專案。主要研究發現如下： 一、 在Web 2.0的時代，透過網路社交工具的力量能打破過去大型活動舉辦的壟斷現象，提案者不須是活動相關專業人士或大型組織，也可能在缺少資源的情況下成功向群眾募集資金，近一步推動網路去專業化、去中間化的趨勢。 二、 群眾募資可提供微個資金、降低創業成本、促進創新、廣告宣傳等效益和群是吸引兩個專案採用的重要原因。 三、 兩個專案能夠募資成功有三個共通點，其一是引起了足夠大的社群關注，透過網路行銷成功的對目標消費者曝光，在數位媒體外也吸引了傳統媒體的報導；其二是專案本身具有的獨特性，足夠趣味、新穎的題材同時符合臺灣年輕族群的喜好；其三是專案的清楚規劃讓消費者產生信任，持續的溝通讓他們了解專案的進度，增加群眾的消費意願。

關鍵詞：群眾募資、路跑、進擊的太白粉、殭屍路跑

This study is aimed to analyse the application of crowdfunding in Taiwan’s road running events and understand its process from fundraising to implementation on network platform. This study, based on Two-Sided Market Theory, collects and analyses data from crowdfunding platform, and interviews the project holders of “Attack on Flour” and “Zombie Run” as well as the project manager of flyingV. The projects of “Attack on Flour” and “Zombie Run” were discussed and analysed by multi-case study. The results of the research are as follows: 1. In the age of Web 2.0, people who get a good idea can held event even without sufficient resources. 2. The benefits of crowdfunding, including supplying micro capital, decreasing cost of start-ups, promoting innovations and advertising, are the main reasons that made project holders adopt crowdfunding. 3. These two cases shared three points in common that contribute to their success. First, they caught lots of attention from social networks and exposed themselves to target consumers by e-marketing and also drew attention from traditional media. Second, these two special and fun projects were suitable to the young generation in Taiwan. Third, the transparency of the project won consumers’ trust, and the continuous communication enables them to know the progress, which enhance their willingness to consume.

Key words： crowdfunding, road running, Attack on Flour, Zombie Run