Study on Success Factors of Crowdfunding, Entrepreneurial Stories and Backers’ Motivation

• Main Authors: SUNG,YUAN-HSING, 宋元馨
• Other Authors: LIN,TING-LING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/52441512668261460111

碩士 === 國立臺北大學 === 企業管理學系 === 104 === Crowdfunding has emerged as an innovative way for new ventures to raising funds. For the purpose of reaching funding goal, founders have to tapping the right crowd and fulfill backers’ need. Previous studies suggest that success factors in crowdfunding are related to intrinsic and extrinsic cues embedded within funding projects. With field experiment and content analysis, this paper aims to assess how backers respond to intrinsic cues, such as “helping people”, as well as extrinsic cues, such as “making profit”. The results indicate that backers respond both positively to narratives signaling the project as an opportunity to help others and as an opportunity to make profit. This paper aims to provide crowdfunding platform and the future researchers with insights into design of funding projects.