本研究以回饋型群眾募資為背景，探討贊助者是因為募資專案的回饋品還是募資專案的理念而產生贊助動機。並以自我決定理論探討贊助者的基本心理需求與動機如何影響贊助行為與意圖。研究採線上問卷調查法，研究結果顯示，在回饋型群眾募資專案中，回饋品相對於專案理念對於贊助者來說更具吸引力。

Based on the premise of reward-based crowdfunding, this research explores whether the rewards or the idea of crowdfunding projects incentivizes people to sponsor. The self-determination theory is deployed to explore how basic psychological needs and motivations influence behaviors and intentions of sponsors. The research utilizes online questionnaires as a mode of survey. The research results indicate that, in reward-based crowdfunding projects, rewards appeal to backers more than project idea.