隨著現代資訊科技的進步與網際網路的普及化，網路社群媒體的快速及便利性使得資訊的傳播不再只局限於紙本記載或口耳相傳，人與人之間的互動不再受到地理位置的限制，人們透過網路可以快速且廣泛的傳播自己所發表的訊息，本研究探討群眾募資文案之文字情緒風格對於群眾募資意願的影響，以網路社群媒體平台為環境，採用實驗研究設計法(Experimental design)，於實驗環境以不同的情緒介紹風格，來測試同一群眾募資商品募資成果之差異性，以分析消費者在看到何種文字風格的募資文章，會提高其購買與提供資金的意願，研究結果發現快樂的社群媒體文章語意，可以顯著的增加受測者投資的意願，確定在社群媒體的文章語意對於投資意願會造成影響的。如何適時的在社群網路推薦募資文章將會是實務應用上努力的目標。可以提供新創公司在未來於社群媒體平台募資階段的文案設計參考。

The speed and convenience of online social media make disseminating information no longer limited to paper records or word of mouth in modern society. The interaction between people is not restricted by geographic location. People can quickly and widely disseminate their published messages through the Internet. This study uses online social media platforms as an example to explore the influence of the textual emotional style of crowdfunding copywriting on crowdfunding willingness. This study introduces social media posts with different emotions in the experimental design to test the difference in the same crowdfunding product's fundraising results. To analyze which text style of fundraising posts will increase the customer's willingness to provide funds. This study found that happy social media article semantics can significantly improve users' desire to invest. It is determined that the semantics of articles on social media will affect their investment willingness. How to recommend fundraising articles on social networks promptly will be the goal of practical application. It can reference the copywriting design of start-up companies in the future fundraising stage of social media platforms.

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