한국IT서비스학회지 (Journal of Information Technology Services)

한국IT서비스학회 (Korea Society of IT Services)
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DonorsChoose의 기부형 크라우드펀딩에 기반한 가치공동창출 모델링

Value Co-creation Modeling of DonorsChoose's Donation-based Crowdfunding

  • 유한나 (연세대학교 빈곤문제국제개발연구원) ;
  • 이수진 (성결대학교 글로벌경영기술대학 경영학과) ;
  • 민동권 (숙명여자대학교 경영학부)
  • 투고 : 2020.12.11
  • 심사 : 2021.02.20
  • 발행 : 2021.04.30
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초록

Donation-based crowdfunding(DBC) is conducted from voluntary participation by project operators. It requires a different operational strategy than general crowdfunding. However, there is a limited amount of research on the operational strategy of DBC. This study explores the value co-creation(VCC) strategy of DBC and analyzes the operation of DonorsChoose.org. The research questions encompass the following: First, we identify the VCC activities of DBC. Second, we uncover activities of the platform operators that facilitate the participation of project operators in VCC activities. Third, we explore how VCC activities affect project operational performance and platform performance in DBC. By adopting a single case study method on DonorsChoose.org, this study provides meaningful insight and detailed understanding into the VCC in DBC. First, VCC processes of DBC are identified(Co-ideation, Co-design, Co-funding, Co-operation, and Co-evaluation). Also, interactions between platform operators and project operators were defined at each stage. Second, this study confirmed that standardization and simplification of platform operators, support for pre- and post-activity, and high-quality information delivery activities were critical. Third, we confirm that these VCC activities improve VCC operational performance and platform performance. The theoretical significance of this study is that the concept of VCC, previously concentrated on participants with economic drivers(consumers and investors), has been applied to the context of DBC, a form of participation by participants with non-economic drivers(supporters and donors). In addition, this study practically contributes to the practice of VCC strategy among various platform operating strategies in DBC.

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