크라우드펀딩 성과 : 사회적 자본의 영향과 온라인 구전의 매개효과를 중심으로
Crowdfunding Performance: The Effect of Social Capital and the Mediating Role of Electronic Word-of-Mouth
오세환(경북대학교); 김한구(경북대학교)
17권 1호, 155~169쪽
초록
The purpose of this study is to understand the determinants for successful crowdfunding from the perspectives of both social capital and electronic word-of-mouth. This research analyzes 289 crowdfunding projects on Tumblbug, a representative reward-based crowdfunding platform in Korea. Analysis results show that social interaction ties in crowdfunding projects are positively associated with electronic word-of-mouth(eWOM), while eWOM is positively associated with crowdfunding performance. In addition, the results find that eWOM has a mediation effect on the relationship between social interaction ties and crowdfunding performance.
Abstract
The purpose of this study is to understand the determinants for successful crowdfunding from the perspectives of both social capital and electronic word-of-mouth. This research analyzes 289 crowdfunding projects on Tumblbug, a representative reward-based crowdfunding platform in Korea. Analysis results show that social interaction ties in crowdfunding projects are positively associated with electronic word-of-mouth(eWOM), while eWOM is positively associated with crowdfunding performance. In addition, the results find that eWOM has a mediation effect on the relationship between social interaction ties and crowdfunding performance.
- 발행기관:
- 한국인터넷전자상거래학회
- 분류:
- 경영학