關鍵字：募資平台、網路直播節目、代言人特質、決策實驗室分析法DEMATEL ;The purpose of this study is to explore the implement factors of the online webcast program type crowdfunding platform. Even though revenue from current crowdfunding is getting higher then higher, actual succeed project for crowdfunding is half then total amount of raised crowdfunding project and succeed project concentrated on few category. According to history literature and expert, classifying study purpose into three attributes below 「characteristics of endorser」、「crowdfunding platform technology」、「quality of webcasting program」, and twelve criteria. In this study DEMATEL mothed is used and 12 questionnaires were distributed to experts who had experience of online webcasts and crowdfunding, and 12 questionnaires were collected. 12 valid questionnaires were collected. Analysis and results found that: Among the three attributes of the online webcast program type crowdfunding platform, the "crowdfunding platform technology" of attribute is the most influential, and the " characteristics of endorser" of attribute is the most critical. In terms of criteria: in the attribute of the characteristics of endorser, "similarity of endorser" is the most important criteria that directly affects other. In attribute of crowdfunding platform technology, the "level of platform communication" is the most important criterion that directly affects other. In facet of quality of webcast programs, the "high level of real-time program connection" is the most important criterion that directly affects other. Therefore, this study summarizes three conclusions: (1) Attention to hire similarity of endorser. (2) Construct a full disclosure level of communication. (3) construct stable interactive connection. Based on conclusion, it is recommended that this study can give with: (1) Find endorser that meet the attributes of crowdfunding project. (2) Plan interactive programs that integrate entertainment and useful information. (3) organize exclusive activities for crowdfunding platform. to improving the overall crowdfunding success rate of platform.
