在2020年COVID19疫情影響下，許多實體課程無法舉行，整個線上學習市場因此變得更蓬勃發展，許多也效法HaHow 和 Yotta 採募資方式開課的線上課程平台紛紛成立。其中更有線上募資課程在一個月內就創造千萬業績。本研究採用修正後之ECT模型（Expectation-Confirmation Theory, ECT）作為基礎架構，探討消費者於參加採線上募資形式開課之線上課程後，後續有哪些因素影響消費者對於同一線上學習平台推出之其他課程的再購意圖。並將一併探討線上募資課程開始上課前與課程進行中有哪些因素會影響課程消費者的認知價值與期望確認程度。

本研究採取線上問卷的形式來蒐集樣本，並以有參加過一堂以上線上募資課程者為受測對象，共回收381份有效問卷，透過統計分析來檢驗本研究之研究模型及所設計構面具有足夠的信度與效度。

經研究結果顯示，線上募資開課前的價格和課程介紹資訊對課程消費者的認知價值有正向及顯著的影響，而課程設計與課程互動性情況經分析結果也證明對消費者於課程之期望確認程度有正向及顯著的影響。認知價值、期望確認程度及認知有用性愈高，則消費者對課程的滿意度愈高。本研究亦證明認知有用性、滿意度和平台對課程推薦會對消費者再購入同一平台其他課程之意圖有正向及顯著的影響。本研究在最後提出理論及實務意涵方面的建議，期望能對未來的相關研究有所助益。

The Because the COVID19 pandemic in 2020, many physical courses cannot be held, and the entire online learning market has become more prosperous. Many online course platforms that also follow the way as Hahow and Yotta to release the courses by crowdfunding. Some online courses by crowdfunding have created more than 10 millions revenue in one month. This study uses the revised ECT model as the basic structure to analyze when the consumer purchased a course with crowdfunding, what factors affect he or she continuely repurchase other course from the same online learning platform. This study also identify what factors affect the consumer’s perceived value and the confirmation of expectation during the course.

In this study, using the online questionnaires to collect samples, and the participants are those who have joined more than one online course with crowdfunding. A total of 381 valid responses were collected. These responses were analyzed using statistical methods to examine the research model as well as the reliability and validity of each dimension in the model.

The results indicate that the price of the online course with crowdingf and the information of the course introduction information have a positive and significant impact on the perceived value of the course consumers. Besides, the course design and interaction are positively and sifnificantly related to the confirmation of course expection. The higher the perceived value, the confirmation and the perceived usfulfulness, the higher the course consumer’s satification. Moreover, the analysis results also reveal that satisfication, perceived usefulness and platform recommation are important factor of the course consumer’s repurchase intention. Finally, this study proposes theoretical and practical implications, in hope of making a contribution to future research.

目錄
論文審定書 i
中文摘要 ii
英文摘要 iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與目的 4
第四節 研究方法與流程 4
第二章 文獻探討 6
第一節 線上募資課程 6
第二節 期望確認理論 8
第三節 評估線上學習滿意度之理論與模型 8
第三章 研究方法 10
第一節 研究模型 10
第二節 研究假說 10
第三節 操作型定義 14
第四節 研究設計 16
第四章 資料分析 23
第一節 樣本基本資料分析 23
第二節 衡量模型 29
第三節 結構模型及假說驗證 38
第五章 結論與建議 41
第一節 研究結果與建議 41
第二節 理論與實務意涵 43
第三節 研究限制與未來研究方向 44
第六章 參考文獻 46
附錄：本研究正式問卷 53

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