Crowdfunding: Designing an effective reward structure
Crowdfunding: Designing an effective reward structure
复制标题
DOI：
10.1177/1470785317744113
复制
发表时间：
2018-01
影响因子：
3
通讯作者：
Savannah Wei Shi
中科院分区：
文献类型：
--
作者：
Savannah Wei Shi
许多众筹平台允许开发者在项目中提供的奖励数量和类型方面具有最大的灵活性。然而，设计有效的奖励结构仍然是一个重大挑战。本文实证检验了消费者对众筹平台奖励结构相关不同因素的反应。我们收集了 219 个项目的 2,262 个奖励计划的数据，并应用混合 Tweedie 模型来调查各种奖励结构对支持者数量和每个奖励级别产生的收入的影响。结果显示，奖励限额设置对支持者的兴趣有显着影响，但这种影响因奖励等级而异。更高的层级会减弱价格敏感性。奖励类型也很重要：在众筹平台上，物质奖励比象征性奖励更容易获得，但仅限于较低的奖励等级。这些发现对于启动众筹项目具有直接影响，这些项目将更有效地引起轰动并实现筹款目标。
Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project. However, designing an effective reward structure continues to be a major challenge. This article empirically examines consumers’ responsiveness to different factors related to reward structures on crowdfunding platforms. We collected data from 2,262 rewards programs across 219 projects and applied a mixed Tweedie model to investigate the impact of various reward structures on the number of backers and the revenue generated at each reward tier. The results revealed a significant effect of reward limit setting on backers’ interest, but this effect varies by reward tiers. Higher tiers attenuate price sensitivity. The reward type matters as well: material rewards are better received than symbolic ones on crowdfunding platforms, but only in lower reward tiers. These findings have direct implications for launching crowdfunding projects that will be more effective in creating buzz and reaching their fundraising goals.