Page 131 - 臺大管理論叢第32卷第2期

NTU Management Review
Vol. 32 No. 2 Aug. 2022, 123-154
DOI:10.6226/NTUMR.202208_32(2).0004

The More, the Merrier? The Bystander Effect on
Crowdfunding Platforms

數大不一定美：旁觀者效應對群眾募資案表現之影響

Jyun-Ying Fu, Department of Business Administration, National Chengchi University
傅浚映 / 國立政治大學企業管理系
Wen-Ching Sophia Chou, Department of Business Administration, National Chengchi University
周文卿 / 國立政治大學企業管理系
Chwo-Ming Joseph Yu, Department of Business Administration, National Chengchi University
于卓民 / 國立政治大學企業管理系
Kuo-Feng Huang, Department of Business Administration, National Chengchi University
黃國峯 / 國立政治大學企業管理系
Received 2019/4, Final revision received 2022/3

Abstract
From a network externalities perspective, prior studies suggest that social networks can
improve fundraising performance on crowdfunding platforms. However, according to the
bystander effect in the social psychological literature, the number of project supporters
may be negatively associated with fundraising performance. By analyzing 5,773 daily
observations from 191 crowdfunding projects on the flyingV platform, we show that
the bystander effect harms the daily pledge amount. To mitigate such a negative impact,
crowdfunding project creators may signal project legitimacy and use a longer project-
funding period to escalate the conversion from bystanders to backers, which in turn
enhances the fundraising performance.
【Keywords】bystander effect, social psychology, legitimacy, crowdfunding
摘 要

在過去的群眾募資研究中，學者認為，社群網絡外部性愈強，愈可幫助專案募款表
現。然而，從旁觀者效應觀點來看，旁觀的群眾人數愈多，反倒不一定會正面影響
群眾募資案之募資表現。本研究認為，當實際的出資贊助者 (Backers) 數量佔支持者
(Supporters) 比重低時（即旁觀者效應），反而可能減少專案的募資金額。藉由分析
台灣群眾募資平台 flyingV 上的 5,773 個觀察數據，本研究發現，旁觀者效應減低專
案的每日募資金額。然而，機構單位提出的群眾募資專案，因其正當性，可降低旁觀
者效應對每日募資金額的負面影響。另外，當專案設定的募款天數愈長時，也可以降
低旁觀者效應對每日募資金額的負面影響。
【關鍵字】 旁觀者效應、社會心理學、正當性、群眾募資

領域主編：連勇智教授

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