Key Factors for the Success of Reward-Based Crowdfunding Proposals

群眾募資提案成功之關鍵因素

10.6188/JEB.202308_25(2).0002

Hsi-Cheng Yu(于席正)；Chi-Ling Pai(白紀齡)

Reward-based crowdfunding ； FlyingV ； proposal strategy ； price discrimination ； 群眾募資 ； FlyingV ； 提案策略 ； 差別取價

電子商務學報

25卷2期（2023 / 08 / 30）

163 - 186

英文;繁體中文

Crowdfunding is a new method for innovators to obtain funds, with the general public also enjoying being the participants and reaping its benefits. Accordingly, the objective of Taiwan's largest crowdfunding platform, FlyingV, is as follows: "Let values and ideas be seen, let good ideas walk into life." Through crowdfunding platforms, project creators can enjoy a space free from intervention and directly appeal to the public for fundraising. In this study, all types of crowdfunding projects on Taiwan's FlyingV were used as research samples. Data were collected from 1,824 crowdfunding projects that had been introduced from 2012 to 2017, including 954 successful projects and 870 unsuccessful projects. The primary aims of this study were to investigate the key factors affecting the success of crowdfunding projects and attempt to explain how these factors affected the final amount of funds raised. The results revealed that fundraising targets, the personal preferences of potential funders, and market structure were factors that had strong explanatory power for the success of crowdfunding projects. In particular, a higher "number of investment amount options" in crowdfunding projects significantly increased the total amount of funds raised, which highlighted the strategic effects of price discrimination. If project creators are able to design "multi-interval options" for target groups with an adequate understanding of "the highest funded option," and assess appropriate fundraising targets for the proposed projects, then crowdfunding inevitably constitutes the preferred fundraising method for realizing creativity.

群眾募資儼然成為創新者取得資金的新管道，群眾也樂於參與並享受創新的成果，如臺灣最大的群眾募資平台－FlyingV，提案人保有不受干預的空間，直接訴諸群眾。本研究以FlyingV全類別募資案為研究標的，彙整2012年至2017年上架之群眾募資案共1,824筆，含954筆成功以及870筆失敗案件。探討提案成功與否之關鍵因素，並試圖解釋對最終募資總額之影響。結果顯示，募資目標、潛在贊助者的偏好以及市場結構等因素對決定提案成敗有著顯著的解釋力。特別當提案之贊助選項數目越多時將顯著提升募資總額，彰顯差別取價的策略效果。如能在募資提案時，針對目標族群設計多級距選項並掌握主力贊助項目，權衡適切募資目標，群眾募資必然成為實現創意的首選資金籌募管道。

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