Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Success Factors of Donation-based Crowdfunding : DonorsChoose Case

기부형 크라우드펀딩의 성공 요인 : 도너스츄즈 플랫폼을 중심으로

  • 박현정 (이화여자대학교 경영연구소) ;
  • 신경식 (이화여자대학교 경영연구소)
  • Received : 2016.02.04
  • Accepted : 2016.06.22
  • Published : 2016.06.30
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Abstract

With various success stories of crowdfunding, government's establishment of crowdfunding act, and expected rapid growth of crowdfunding market, the potential ripple effect of crowdfunding on our society is anticipated to be enormous. This study investigates the influential factors and their impacts on the likelihood of project success in donation-based crowdfunding through the DonorsChoose case. The authors analyze the characteristics of project creator, characteristics of project, and behaviors of project participants in relation to the success or failure of the corresponding project. Consequently, the authors found that participants of donation-based crowdfunding exhibit altruistic behaviors and obtained the following specific results: First, donation participation and social capital of the project creator, and marginal help utility of receivers positively affect the success of project. Second, experience of past project creation of the project creator negatively affects the success of project. Third, past donations of the project creator to others' projects, when not appropriately signaled like on the DonorsChoose platform, may not exert a positive influence on the success of project and the reciprocity principle may not work.

Keywords

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