The Usage and Performance of Crowdfunding-Social Capital Theory Perspective
| Autor: | YU, YI-HUNG, 游翊宏 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Crowdfunding through Internet platform is a new method allowing small business ventures to raise capital from a large number of private individuals. But how does the project starter’s social capital impact crowdfunding? Drawing upon the perspective of social capital theory and customer co-creation, this study attempts to examine the effect of social capital on customer co-creation and crowdfunding effectiveness. This study attempts to investigate the usage intention, platform satisfaction and the subjective project performance of project starters. The crowdfunding project starters who run a project successfully before in Taiwan were selected as the research samples for this study. We collected usable responses by using the electronic questionnaire to investigate the project starters or teams of crowdfunding platforms in Taiwan. We attempt that the factors of social capital - social tie strength, social network size, commitments, norms of reciprocity, shared language and knowledge of the platform – will influence the usage of customer co-creation and effectiveness. The factors of customer co-creation - customer feedbacks, co-production and involvement – will also influence the effectiveness. The crowdfunding effectiveness was measured by the usage intention, satisfaction to the platform and the subjective project performance. After collecting 157 usable responses, this study confirms that structural capital had positive correlation with usage intention, platform satisfaction and the subjective performance of crowdfunding project. The relational capital had positive correlation with customer co-creation and the performance, but cognitive capital only had positive correlation with subjective performance. The results also show that customer involvement had significantly related to the usage intention, platform satisfaction and subjective performance. Customer feedback had positive correlation with usage intention and satisfaction, but not with the subjective performance. Finally, we conclude with research limitations and theoretical and managerial implications. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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