亞洲早期新創企業群眾募資活動成功的因素

Abstract

群眾募資已經成為支持新創企業的一種轉型力量，重新塑造了創業資金的格局，尤其是在亞洲，傳統的融資管道往往有限。本研究深入研究了亞洲地區新創企業群眾募資成功的獨特動態。本研究以公司行為理論和群眾募資行銷理論為基礎，探討了影響群眾募資成功的關鍵因素。研究確定並檢驗了在群眾募資過程中資金目標、專案發起人的提案經驗以及群眾募資專案的時間長短等變數對群眾募資成功的影響。此外，還研究了’Staff Pick’和’Spotlight’等營銷指標對群眾募資結果的影響。使用來自Kickstarter的綜合數據集，採用計量經濟學模型來評估這些變數對群眾募資成功的影響。研究結果顯示，更高的募資目標和更長的活動時間與增加的募得金額呈正相關，而重複提案者往往會吸引更多的支持者。此外，以’Staff Pick’和’Spotlight’為特色的活動明顯優於其他專案。研究結果旨在為新創企業、投資者和群眾募資平台提供切實可行的建議，以優化策略並提高亞洲背景下群眾募資的有效性，為在亞洲獨特背景下優化群眾募資策略提供見解。這項研究有助於眾籌的學術討論，為改善亞洲多樣化和快速發展的創業生態系統中的活動結果提供實際意義。Crowdfunding has become a transformative force in financing early-stage startups, particularly in Asia, where traditional funding avenues are often limited. This study investigates the unique dynamics influencing the success of crowdfunding campaigns for early-stage startups in Asia. This study delves into the specific factors that drive the success of crowdfunding campaigns for early-stage startups in the Asian market. The research is anchored in the Behavioral Theory of the Firm, focusing on decision-making under uncertainty, and Marketing Theories that explain how promotional strategies impact campaign visibility and engagement. Key factors examined include funding goals, campaign creator experience, campaign duration, and the influence of marketing features such as'Staff Pick' and 'Spotlight' on Kickstarter. Utilizing a robust dataset from Kickstarter and econometric modeling, the study finds that higher funding goals and extended campaign durations correlate with increased pledge amounts. Repeat creators with prior campaign experience attract more backers, and campaigns endorsed by Kickstarter's 'Staff Pick' or 'Spotlight' features significantly outperform others. These findings offer valuable insights for startups, investors, and crowdfunding platformsaiming to refine their strategies and enhance the efficacy of crowdfunding in the Asian context. This research enriches the academic dialogue on crowdfunding and provides practical recommendations for optimizing campaign outcomes in the region's dynamic startup ecosystems of Asia.