Exploring the Effectiveness of Social Marketing and Networking on Crowdfunding Platform Based on Fuzzy-Set Theory
| Autor: | TUAN, PEI-LING, 段佩伶 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 This study focuses on investigating the relationships among social marketing, social networking, perceived value, subjective well-being, and funding intention on crowdfunding platform. Specifically, the major propose of this study is evaluating the impacts of social marketing and social networking on perceived value and subjective well-being, respectively. In addition, we further exploring the relationships among perceived value, subjective well-being, and funding intention. The study focuses on people who have experiences of involving or interesting in interacting with non-profit organizations and understand the public’s intention to raise funds for charity fundraising. In this study, the questionnaire was collected by the online Google form platform and conduct purposive sampling. In data analysis procedures, SPSS 20 and Amos 20 statistical software were used for descriptive statistical analysis, factor analysis, reliability analysis, SEM (Structural equation modeling), and fsQCA (Fuzzy set qualitative comparative analysis). The results of SEM show that both social marketing and social networking can effectively enhance perceived value and subjective well-being. Furthermore, perceived value can raise funding intention, but subjective well-being has not reached a significant level of funding intention. The results of fsQCA further indicate that five configurations are sufficient conditions causing high funding intention. For example, path 1 indicates that when the situation is low social marketing degree, high perceived value and low subjective well-being feelings, it can produce high funding intention results. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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