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
 

一、 中文文獻
王銘正 (譯) (2011) 。經濟學。臺北市：高立。 (Mankiw, N. G., 2010)

李宇美 (譯) (2011) 。鄉民都來了：無組織的組織力量。臺北市：貓頭鷹。 (Shirky, C., 2008)

余枚 (2013) 。眾籌興起－互聯網金融模式之三。新理財-政府理財，9，40。

林東翰、瑪莉珍 (譯) (2011) 。網路行為的關鍵報告。臺北市：商周。 (Tancer, B., 2008)

林秀英、陳勇志 (2013) 。圓夢推手的理想與現實-群眾募資平台的發展現況與挑戰課題。
　　臺灣經濟研究月刊，36 (3) ，98-105。

林伯修 (2004) 。美日臺職棒球團屬地權經營之跨文化比較分析 (未出版博士論文) 。國
　　立臺灣師範大學，臺北市。

林雅燕 (2014) 。新興募資方式－群眾募資行為之初探。經濟研究，14，152-172。

洪慧芳 (譯) (2010) 。網路行銷概論。臺北市：華泰。 (Strauss, J., & Frost, R., 2009)

尚榮安 (譯) (2001) 。個案研究。臺北市：弘智。 (Yin, R. K., 2001)

徐承毅、黃筱茹 (2011) 。女性微型創業多評準決策之研究。東亞論壇，472，119-137。

黃維明 (譯) (2002) 。網路會顛覆民主嗎。臺北市：新新聞。 (Sunstein, C., 2001)

陳錦村、蔡宗志、杜玠瑤 (2012) 。中小和微型企業的授信管理指標與授信政策－批次
　　信保案件的應用。臺灣金融財務季刊，13 (1) ，25-55。

陳玉娥 (譯) (2013) 。瘋潮行銷。臺北市：時報。 (Berger, J., 2013)

陳玉娥、藍曉鹿 (譯) (2011) 。贏在社群網戰。臺北市：時報。 (Stelzner, A, M., 2011)

張逸民 (譯) (2010) 。行銷學。臺北市：華泰。 (Armstrong, G., & Kotler, P., 2008)

張博欽 (2012) 。中小企業財務融資發展之檢視與研究－論微型企業貸款之機制。臺灣
　　經濟研究月刊，35 (5) ，55-61。

郭恬君 (譯) (2014) 。交友網站學到的10堂經濟學。臺北市：商周。 (Oyer, P., 2014)

趙文衡 (2002)。APEC微型企業議題-兼論臺灣微型企業之發展。臺灣經濟研究月刊，25
　　(12) ，23-27。

程貴孫、陳宏民、孫武軍 (2006) 。雙邊市場視角下的平臺企業行為研究。經濟理論與
　　經濟管理，9，55-60。

潘淑滿 (2003) 。質性研究：理論與應用。臺北市：心理。

蔡金宏 (2013) 。群眾募資的美麗與哀愁。經濟前瞻，149，103-107。

蔡蕙安、戴自成（2009）。從雙邊市場理論談台灣網際網路互連機制。網際網路互連政策
　　白皮書。財團法人二十一世紀基金會，6月16日。

二、 外文文獻
Armstrong, M. (2006). Competition in Two–sided Markets. RAND Journal of Economics, 37, 668–691.

Agrawal, A., Catalini C., & Goldfarb, A. (2010). The Geography of Crowdfunding. SSRN Electronic Journal. Retrieved from　http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1692661

Belleflamme, P., Lambert, T., & Schwienbacher, A. (2010). Crowdfunding: an industrial organization perspective. Digital Business Models:Understanding Strategies (p.25-26). Paris, France: EconomiX.

Belleflamme, P., Lambert, T., & Schwienbacher, A. (2013, July 10). Crowdfunding: tapping the right crowd. Journal of Business Venturing. http://dx.doi.org/10.1016/j.jbusvent.2013.07.003

Bourdieu, P. (1986). The forms of capitals. In J. G. Richardson (Ed.), Handbook of theory and research for the sociology of education (p.241-260). New York, CT: Greenwood.

Lincoln, Y. S. & Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.

Chesbrough, H. W. (2006). The Era of Open Innovation. Managing innovation and change, 127, 35-42.

Greenberg, M. D., Pardo, B., Hariharam K., & Gerber, E. (2013). Crowdfunding support tools: predicting success & failure. Poster session presented at CHI2013, France, Paris.

Gerber, E. M., Hui, J. S., & Kuo, P. Y. (2012). Crowdfunding: Why People Are Motivated to Post and Fund Projects on Crowdfunding Platforms. ACM Conference on Computer Supported Cooperative Work (Workshop Paper)

Howe, J. (2008). Crowdsourcing: Why the Power off the Crowd is Driving Future of Business.
New York: Three Rivers Press.

Kuile, F, A. (2011). The State of Crowdfunding: A Review of Business Models and Platforms. University of Van Amsterdam.

Katz, M. L. & Shapiro, C. (1985). Network Externalities, Competition, and Compatibility. American Economic Review, 75, 424 – 440.

Kleemann, F., Voβ, G. G., & Reider, K. (2008). Un(der)paid Innovators: The Commercial Utilization of Consumer Work through Crowdfunding. Science, Technology & Innovation Studies, 4 (1).

Kleemann, F., G.G. Voß, & K. Rieder, (2008). Un(der)paid Innovators: The Commercial
Utilization of Consumer Work through Crowdsourcing. Science, Technology & Innovation Studies, 4, 5-26.

Lee, S, H., DeWester, D., & Park, S. R. (2008). Web 2.0 and Opportunities for Small Businesses. Service Business, 2 (4), 335-345.

Mollick, E. R. (2014). The Dynamics of Crowdfunding: An Exploratory Study. Journal of Business Venturing, 29, 1-16.

Ordanini, A., Miceli, L., Pizzetti, M., & A. Parasuraman. (2009). Crowdfunding: Transforming customers into investors through innovative service platforms. Journal of Service Management, 22, 443-470.

Rochet, J.C. & Tirole, J. (2003). Platform Competition in Two–Sided Markets. Journal of the European Economic Association, 1, 990–1029.
Rochet, J.C. & Tirole, J. (2004). Two-Sided Markets: An Overview. IDEI-CEPR conference,
France, Toulouse.

Rysman, J. H. (2004). Competition Between Networks：A Study of the Market for Yellow Pages. Review of Economic Studies, 71, 483-512.

Schwienbacher, A., & Larralde, B. (2010). Crowdfunding of small entrepreneurial ventures. Social Science Research Network. http://ssrn.com/abstract=1699183

Wheat, R. E., Wang, Y. W., Byrnes, J. E., & Ranganathan J. (2013). Raising money for scientific research through crowdfunding. Trends in Ecology & Evolution, 28, 71-72.

Zhang, Y. (2012). An empirical study into the field of crowdfunding. Lund University, Sweden, Lund.

三、 網路文獻
Diallo, A. (2014). Crowdfunding Secrets: 7 Tips For Kickstarter Success. Website:
http://www.forbes.com/sites/amadoudiallo/2014/01/24/crowdfunding-secrets-7-
tips-for-kickstarter-success/

Eugene (2013) 。「進擊的太白粉」路跑：台灣群眾募資最快募得百萬專案。取自網址：
http://www.inside.com.tw/2013/08/11/attackonflour

flyingV (2013) 。關於flyingV。取自網址：http://www.flyingv.cc/

Indiegogo (2013). Indiegogo。取自網址：http://www.indiegogo.com/

Kickstarter (2013). Kickstarter。取自網址： http://www.kickstarter.com/

Massolution (2013). 2012 CrowdFunding Industry Report. Website: http://www.massolution.com/

Stotts, M. (2014). 4 Secrets behind Successful Crowdfunding Campaigns. Website:
http://www.fastcompany.com/3026978/work-smart/4-secrets-behind-successful-
crowdfunding-campaigns

The Economist (2012) .Raising capital online - The new thundering herd. Website:
http://www.economist.com/node/21556973

Sager, A., & Troutman, J. (2013). Crowdfunding Success in 5 Easy Steps. Website:
http://www.entrepreneur.com/article/229436

李亦伸 (2013) 。太白粉路跑發起人：情緒始快樂終。取自網址：http://mag.udn.com/mag/sports/storypage.jsp?f_ART_ID=472048

林弘全 (2013) 。FlyingV 現況、展望與群眾募資的下一步。取自INSIDE雜誌，
　　http://www.inside.com.tw/2013/04/26/flyingv-now-and-the-future-of-crowd-funding

林之晨 (2013) 。Kickstarter、AngelList 與募資革命。取自網址：http://mrjamie.cc/
　　2013/01/31/kickstarter-angellist/

孟慶慈 (2013) 。永康撤路權 太白粉路跑：辦到底。取自網址：
　　http://news.ltn.com.tw/news/local/paper/739287

陳湘庭 (2012) 。嘖嘖－臺灣版Kickstarter群眾募資平台。取自數位時代，
　　http://www.bnext.com.tw/article/view/id/22549

陳宛晶 (2013) 。「進擊的太白粉」 網路攻上馬路。取自網址：http://mag.udn.com/
mag/sports/storypage.jsp?f_ART_ID=472050

馮震宇 (2013) 。培育文創業的民間搖籃－群眾募資支持創業者勇敢追夢。取自能力雜
　　誌，http://mag.udn.com/mag/newsstand/storypage.jsp?f_ART_ID=475161

馮昌國 (2013) 。看門道、看熱鬧？群眾募資的法律觀察（上）。取自數位時代，
　　http://techorange.com/2013/05/21/roicks-talk-law-and-web-crowd-funding/

涂建豐、周昭平 (2013) 。太白粉路跑沒粉拒退費。取自網址：
　　http://www.appledaily.com.tw/appledaily/article/headline/20131020/35377271/

麥志豪 (2013) 。Attack on Flour。取自網址：http://www.flyingv.cc/project/488

張晏熒 (2013) 。不甩彩色路跑，網辦「進擊的太白粉」募款瞬爆紀錄。取自網址：
　　http://history.n.yam.com/yam/life/20130812/20130812678403.html

郭豐洲 (2014) 。熱鬧的2013路跑年。取自網址：http://www.sportsnote.com.tw/running/view_article.aspx?id=1dcefbda-f965-43ee-b4c0-9df535c3c214

進擊的太白粉 (2013) 。進擊的太白粉。取自網址：http://www.attackonflour.com/

許凱玲 (2012) 。一張圖看Kickstarter募資平台專案的成功與失敗。取自網址：
　　http://www.bnext.com.tw/article/view/id/23948　

翁書婷 (2012) 。三十五歲華裔陳佩里打造臉書第二？群眾募資網「敲門磚」為你的創
　　業圓夢。取自今周刊，http://www.businesstoday.com.tw/article-content-80394-4767

運動筆記 (2013) 。殘念大集合之進擊的太白粉。取自網址：http://www.sportsnote.com.tw/
　　running/race.aspx?id=869f9d79-7d70-4a13-a3bb-5110cc0eac36

嘖嘖 (2013) 。嘖嘖。取自網址：http://www.zeczec.com/

鄭少凡 (2012) 。群眾募資平台flyingV幫你圓夢。取自看雜誌，http://www.watchinese.
　　com/article/2012/4373

經濟日報(2013)。健全群眾募資平台的發展環境。取自網址： http://paper.udn.com/
　　udnpaper/PID0004/243404/web/

蔡嬑佳(2013) 。第三次工業革命，製造業邁向社群。取自網址：http://www.ectimes.org.tw/
　　Shownews.aspx?id=130409001952

聯合新聞網 (2013) 。不灑太白粉了？ 挨批「路跑界胖達人」。取自網址：http://udn.
　　com/NEWS/SPORTS/SPO2/8137024.shtml#ixzz2wUu4qyDs

劉俐珊 (2013) 。跑不成Color Run 太白粉路跑反爆紅。取自網址：http://mag.udn.com/
　　mag/sports/storypage.jsp?f_ART_ID=472320#ixzz2yTgzrXLd

殭屍路跑 (2013) 。關於殭屍路跑。取自網址：http://www.zombierun.com.tw/

證券櫃檯買賣中心 (2013) 。創意集資。取自網址： http://www.otc.org.tw/ch/