Design Strategy of Crowdfunding Platform Web Page: An Empirical Study on Taiwanese Crowdfunding Platform flyingV
Date Issued
2015
Date
2015
Author(s)
Wu, Bing-Hsun
Abstract
Times change, but human nature stays the same. In the past decade, an innovative approach to funding for entrepreneurship is burgeoning with the emergence of Internet start-ups, called “crowdfunding”. Past studies approach this research topic from perspectives including business models, financial innovation, legal regulations and social marketing. This study uses quantitative analysis to unveil the underlying common factors for the fundraising success of crowdfunding web pages. This empirical study on flyingV, the prominent Asian crowdfunding platform, expands and enriches the current exploratory studies on crowdfunding by introducing web page design perspective to quantify web page elements for information communication purposes. Furthermore, this study aims to probe the determinants for the pledged amount of money of crowdfunding projects. This study employed 174 success funded crowdfunding projects on flyingV as research samples during the time period of April 23rd of 2012 to October 20th of 2014, and categorized five variable categories: category, creator experience, basic characteristics, web page metrics and social media factors. Findings indicate that web page design contributes to the pledged amount of money of crowdfunding projects. Furthermore, the model built in this study enhances predictability of pledged money with minimum variables and takes web page design elements into consideration. For managerial implications, the regression model could be further developed into a simple user tool for project creators and platform operators, and thus could facilitate the future development of crowdfunding.
Subjects
crowdfunding
crowdfunding platform
web page design
Type
thesis
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