眾籌之後—新產品上市及市場表現的影響因素

Abstract

眾籌為新創企業提供資金支持，已成為缺乏資金的小微企業融資的有效管道。與此同時，作為行銷的新興渠道，眾籌有助於新產品發佈之前減少企業的不確定性。 過去的文獻主要著墨於創業者如何在眾籌平台上成功地籌得資金，然而，對於其所推出的新產品在籌資後的表現卻鮮少討論。事實上，眾籌只是推出新產品的初始環節，後續的市場表現才是新產品或企業能否存續的關鍵。本研究旨在探討新產品在眾籌平台的籌資表現與後續市場績效的關聯，包括眾籌結束後將新產品投放市場的可能性以及新產品上市後的銷售績效。本研究提出眾籌之後在市場上投放新產品的可能性隨著眾籌期間的貢獻而增加。研究結果顯示,相較於眾籌經驗，市場投放產品的經驗更有助於企業在市場上發佈新產品並取得良好的銷售業績。

Crowdfunding provides financial support for start-ups. It has become an effective approach for small and micro enterprises which lack funds to seek funding. At the same time, as an emerging channel for marketing, crowdfunding helps corporates reduce uncertain risks before new products are released. Past literature is mainly about how entrepreneurs can successfully raise funds on crowdfunding platforms. However, there is a scarcity of discussions about the market performance of new products launched after they are funded. In fact, crowdfunding is only the initial stage of launching new products, the key to the survival of new products or enterprises is the subsequent market performance. The purpose of this study is to explore the relationship between the fundraising performance of new products on the crowdfunding platform and subsequent market performance including the possibility of launching new products after crowdfunding and the sales performance of new products after release to market. This study suggests that the possibility of release new products to the market after crowdfunding increases with the contribution of crowdfunding. The research results show that compared with crowdfunding experience, the experience of launching products into the market is more helpful for companies to release new products and achieve better sales performance.