The influence of Brand Personality on the success of Crowdfunding--Application of Logistic Regression and Neural Networks

• Main Authors: Rang-Xuan Wu, 吳讓軒
• Other Authors: Hsiu-Yuan Tsao
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/wpe8f5

碩士 === 國立中興大學 === 行銷學系所 === 106 === The first crowdfunding platform of Taiwan was established in 2011, but people know it clearly truly until 2014. Recently, crowdfunding has become one of the most important ways to raise funds for many individuals and associations. Because of the prosperity of crowdfunding, the key factors to success have become an important demand. However, quantitative factors are often the main way to research for many studies. This study tries to use five dimensions of brand personality into research furthermore, comparing the difference between Logistc regression model and Neural networks model, hoping to explain and predict the success of crowdfunding project more completely. The design category projects from April 2014 to May 2018 on FlyingV and Zec Zec are chosen. Except projects which have insufficient comments on Facebook, 199 projects are included in this project. The result discovers that Sincerity, Sophistication and Ruggedness have significant effect to the success of crowdfunding project, suggesting that these three dimensions of brand personality can be considered for project creators building brand personality.