本研究以線上政治群眾募資為背景,採用捷思-系統模型,探討在候選 人領先或告急的情況下,回饋╱贊助型群眾募資頁面能否引發具政黨傾向之 人們的從眾感知與心理所有權,進而產生捐款與投票意向。研究採線上實驗 法,以虛擬政治人物候選人模擬台北市立委補選投票情境。研究發現無論政 黨立場是否一致與民調結果是否領先或告急,透過捷思式路徑,回饋型群募 頁面都較能引發從眾感知,產生投票意向。本研究不僅透過視覺線索對說服 過程的重要性擴展捷思-系統模型研究,在實務貢獻上,亦證實回饋型募資 可形成投票意向,可作為競選策略之參考。

關鍵詞:政治回饋型群眾募資、捷思 - 系統模型、從眾感知、心理所有權、政治參與 

Abstract
This study based on online political crowdfunding which conducting the Heuristic-system model(HSM) to research whether the reward-crowdfunding can trigger bandwagon perception and psychology ownership of people who have tendency to specific party and arouse their intention to donate and vote even when poll is published. This online experiment simulated the Taipei legislative by-election with virtual politician candidates. The study found whatever the political standpoint and what the poll's results are, the reward- crowdfunding can influence the intention of voting by bandwagon perception though the heuristic-route. Our study seeks to provide both theoretical contributions and practical implications. We not only extend HSM research by providing evidence highlighting the importance of visual clues influences on the persuasion process, but presents meaningful implications for politician candidates.
Keywords: political reward-crowdfunding, Heuristic-system model, bandwagon perception, psychology ownership, political participation