本文將公民募資視為政治參與的一種型式，募資平台則為象徵性消費的場域，社會議題在募資平台被「商品化」，倡議行動包裝為專案形式進行募資，捐獻者於募資平台上以金錢資助，募資發起方成為代理行動者以執行倡議。為理解台灣公民募資的消費實踐特色，本篇取徑「政治消費觀點」，關注消費背後的意識形態，並借鏡新傳播科技發展下「連結式行動」的動員特色，以此聚焦討論專案發起方的角色與行動策略，以歷時性研究2012年至2019年台灣線上公民募資的發展與政治參與特色。研究發現：「黨政趨向」類的專案表現在募資人次及金額最突出，此類訴求文宣，多與兩岸政治、罷免投票、環保有關，然而公民募資做為政治參與或有進步內涵的「政治消費」，其論述情境卻多與藍綠之爭、地緣政治有關。而募資發起方的行動召喚策略直指「台灣認同」，且刻意淡化組織角色，突顯個別公民的倡議身份，並以「否定」語境如反國民黨、反大陸政權為號召。公民募資看似是由下而上的改革力量，但研究表明，推進募資動能策略，主要發揮在身份認同的議題，募資發起時程更與台灣政黨選舉活動有關，政治消費行為背後脫離不了政黨化意識形態滲透。

This study explores the development of "Civic Crowdfunding" from 2012 to 2019 on zaczac and flyingV websites. The citizen behavior of online donation is a way of political participation as well as well-intended political consumption. This study found that the category of "Party-Politics Induced Projects" are the most outstanding in donations of person-time and total-amount, and such requests are mostly related to cross-strait politics, recall voting, and environmental issues. However, civic crowdfunding practices on behalf of political participation and progress-oriented political consumption, its discourse seems to relate with the KMT & DPP party competition, or geopolitics. On the other hand, the call-to-action strategy is straightforward to "Taiwan Recognition". Especially most of the fundraisers deliberately downplay the role of the organization and set the identity as "Individual Citizens ". Civic crowdfunding seems to be a bottom-up reform force; however, research shows that the promotion of fund-raising strategies mainly occurs on issues of self-identity. The donors should not ignore that political ideologies follow by the fundraisers behind the political consumerism.