Responsive image
博碩士論文 etd-0623119-142638 詳細資訊
Title page for etd-0623119-142638
論文名稱
Title
文化及社會資本對群眾募資成效影響之研究:以Kickstarter為例
The Effects of social and cultural capital on crowdfunding performance: Kickstarter as an example
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
81
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2019-07-19
繳交日期
Date of Submission
2019-07-23
關鍵字
Keywords
募資成效、Kickstarter、社會資本、文化資本、群眾募資
Crowdfunding Performance, Kickstarter, Cultural Capital, Social Capital, Crowdfunding
統計
Statistics
本論文已被瀏覽 5917 次,被下載 0
The thesis/dissertation has been browsed 5917 times, has been downloaded 0 times.
中文摘要
群眾募資是一種為產品、專案或個人創業投資籌集資金的新方式。發起人創建群眾募資專案不僅可以籌集資金,更能推廣產品以及與支持者建立聯繫。以往的研究主要集中在專案募資天數、目標資金金額等融資專案的特點上,而專案發起人的個人特點對於資金籌集也起著至關重要的作用。在現有文獻的基礎上,本研究以專案發起人的視角進行研究。我們建立了基於社會資本和文化資本理論的研究模型,以kickstarter.com網站中2017年發起的771個成功專案作為分析對象,探討發起人的社會資本與文化資本如何影響群眾募資成效,以及文化資本與社會資本之間的關係。
評論回覆和發起人自我介紹的可讀性分數代表了內含文化資本。專案介紹中圖片的數量、專案是否有介紹短片,專案網站的數量用來衡量具體文化資本。發起人建立的專案數量則用以衡量制度文化資本。結構社會資本以發起人的Facebook上好友數量作衡量。關係社會資本是衡量該發起人支持其他發起人專案的數量。而專案描述的長度則代表認知社會資本。
研究結果表明,文化資本與社會資本對於實際募得金額、超額募資金額和出資人數量皆有正向顯著影響。最重要的是,專案發起人的文化資本對於社會資本有正向顯著的影響。在控制變量之下,文化資本對實際募得金額及出資人數量的影響並不顯著,而是透過社會資本間接影響募資成效。
本研究為第一個建立文化資本及社會資本兩者理論結合的模型,並用專案發起人的角度來探討群眾募資成效的影響因素。本研究結果為群眾募資發起人提供了一個利用本身文化資本和社會資本力量的提升專案成效的重要途徑。發起人愈熟悉社會資本及文化資本創業學的概念,群眾募資專案的表現愈好。
Abstract
Crowdfunding is a novel way to pledge money for a product, project or personal business venture. Creators launch crowdfunding projects for raising funds, promoting their products, and connecting with backers. Former studies focused on the characteristics of funding projects such as project duration and the amount of fund expected to raise, but the characteristics of project creator are also crucial to funding acquiring. With respect to the existing literature, this study focuses on the perspective of the project creator. Extending prior research, we developed a research model based on social capital and cultural capital theories. This research studies how creators' social and cultural capital affect crowdfunding performance and the relationship between cultural capital and social capital. 771 successful projects initiated in 2017 on kickstarter.com were analyzed.
The readability scores of comment replies and biography of the creator represent the embodied cultural capital. The number of pictures in the project description, whether the project has an introduction video, and the number of websites of the project is used to measure the objectified cultural capital. The number of projects which the creator had launched is measured as institutionalized cultural capital. The structural social capital refers to the number of Facebook friends. The relational social capital is measured as the number of other creator’s projects that the creator had backed. And the length of the project description represents the cognitive social capital.
Results indicate that the cultural capital and social capital had significant effects on the amount pledged, overfunding, and the number of backers. Most important of all, the creator’s cultural capital is positively associated with social capital. With control variables, the effect of cultural capital on crowdfunding performance is not found. But cultural capital indirectly affects performance through social capital.
This research provides crowdfunding creators with a crucial way to leverage the power of cultural capital and social capital. The more familiar concepts of social and cultural capital entrepreneur study, the better the crowdfunding project perform.
目次 Table of Contents
中文摘要 i
Abstract ii
Chapter 1 Introduction 1
1.1. Research background 1
1.2. Motivation 3
1.3. Research Purpose 6
Chapter 2 Literature Review 9
2.1. Crowdfunding 9
2.2. Cultural Capital 21
2.3. Social Capital 23
Chapter 3 Research Method 25
3.1. Research Model and hypotheses 25
3.1.1. Crowdfunding Performance 26
3.1.2. Cultural Capital 26
3.1.3. Social Capital 30
3.1.4. Interaction between cultural and social capital 33
3.2. Research Target 34
3.3. Data Collection 36
3.4. Data Preprocess 36
Chapter 4 Data Analysis and Results 38
4.1. Measures 38
4.2. Descriptive statistics 39
4.3. Empirical Results 42
4.3.1. Effects of cultural capital and social capital 42
4.3.2. Effects of all independent variables 45
4.3.3. Effects of cultural capital on social capital 50
4.4. Discussion 51
4.4.1. Discussions about cultural capital 51
4.4.2. Discussions about social capital 54
4.4.3. Discussions about interaction between cultural capital and social capital 55
Chapter 5 Conclusions 57
5.1. Implications for research 57
5.2. Implications for practice 57
5.3. Limitations and future research 58
Reference 60
參考文獻 References
Adler, P. S., & Kwon, S.-W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.
Allison, T. H., Davis, B. C., Webb, J. W., & Short, J. C. (2017). Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance. Journal of Business Venturing, 32(6), 707-725.
Alois, J. (2016). Taiwan: Report on crowdfunding. Retrieved from https://www.crowdfundinsider.com/2016/08/88848-taiwan-report-crowdfunding/
An, J., Quercia, D., & Crowcroft, J. (2014). Recommending investors for crowdfunding projects. Paper presented at the Proceedings of the 23rd international conference on World wide web, Seoul, Korea.
Andersen, I. G., & Jæger, M. M. (2015). Cultural capital in context: Heterogeneous returns to cultural capital across schooling environments. Social Science Research, 50, 177-188.
Beier, M., & Wagner, K. (2015). Crowdfunding success: A perspective from social media and e-commerce. Paper presented at the International Conference on Information Systems, Fort Worth, Texas
Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education (pp. 241-258). New York: Greenwood.
Burt, R. S. (1997). The contingent value of social capital. Administrative Science Quarterly, 42(2), 339-365.
Burtch, G., Hong, Y., & Liu, D. (2018). The role of provision points in online crowdfunding. Journal of Management Information Systems, 35(1), 117-144.
Callaghan, E. G., & Colton, J. (2008). Building sustainable & resilient communities: A balancing of community capital. Environment, Development and Sustainability, 10(6), 931-942.
Cheng, S.-T., & Kaplowitz, S. A. (2016). Family economic status, cultural capital, and academic achievement: The case of Taiwan. International Journal of Educational Development, 49, 271-278.
Chiu, C.-M., Hsu, M.-H., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
Chua, C. E. H., Lim, W.-K., Soh, C., & Sia, S. K. (2012). Enacting clan control in complex IT projects: A social capital perspective. MIS Quarterly, 36(2), 577-600.
Clarke, J. (2011). Revitalizing entrepreneurship: How visual symbols are used in entrepreneurial performances. Journal of Management Studies, 48(6), 1365-1391.
Corcoran, N., & Ahmad, F. (2016). The readability and suitability of sexual health promotion leaflets. Patient Education and Counseling, 99(2), 284-286.
Cordova, A., Dolci, J., & Gianfrate, G. (2015). The determinants of crowdfunding success: Evidence from technology projects. Procedia-Social and Behavioral Sciences, 181, 115-124.
Cosh, A., Cumming, D., & Hughes, A. (2009). Outside enterpreneurial capital. The Economic Journal, 119(540), 1494-1533.
Crowdfunding - Statistics & Facts. Retrieved from https://www.statista.com/topics/1283/crowdfunding/
Cumming, D. J., Leboeuf, G., & Schwienbacher, A. Crowdfunding models: Keep‐it‐all vs. all‐or‐nothing (May 31, 2015). Available at SSRN: https://ssrn.com/abstract=2447567 or http://dx.doi.org/10.2139/ssrn.2447567
Deckers, E. (2018). Top 20 crowdfunding platforms of 2018. Retrieved from https://www.godaddy.com/garage/top-20-crowdfunding-platforms/
Deutscher, I. (1975). Cognitive sociology: Language and meaning in social interaction. American Journal of Sociology, 81(1), 174-179.
DiMaggio, P. (1982). Cultural capital and school success: The impact of status culture participation on the grades of US high school students. American Sociological Review, 47(2), 189-201.
Freedman, D. M., & Nutting, M. R. (2015). A brief history of crowdfunding, including rewards, donation, debt, and equity platforms in the USA Retrieved from https://www.freedman-chicago.com/ec4i/History-of-Crowdfunding.pdf
Frydrych, D., Bock, A. J., Kinder, T., & Koeck, B. (2014). Exploring entrepreneurial legitimacy in reward-based crowdfunding. Venture Capital, 16(3), 247-269.
Gerber, E. M., & Hui, J. (2014). Crowdfunding: Motivations and deterrents for participation. ACM Transactions on Computer-Human Interaction, 20(6), 34:1-34:32.
Gleasure, R., & Morgan, L. (2018). The pastoral crowd: Exploring self‐hosted crowdfunding using activity theory and social capital. Information Systems Journal, 28(3), 489-515.
Gompers, P. A., & Lerner, J. (2004). The Venture Capital Cycle. Massachusetts: MIT press.
Gorman, M., & Sahlman, W. A. (1989). What do venture capitalists do? Journal of Business Venturing, 4(4), 231-248.
Greiner, M. E., & Wang, H. (2010). Building consumer-to-consumer trust in e-finance marketplaces: An empirical analysis. International Journal of Electronic Commerce, 15(2), 105-136.
Hong, Y., Hu, Y., & Burtch, G. (2018). Embeddedness, pro-sociality, and social influence: Evidence from online crowdfunding. MIS Quarterly, 42(4), 1211-1224.
Härkönen, J. (2014). Crowdfunding and its utilization for startup finance in Finland–factors of a successful campaign. (Master), Lappeenranta University of Technology,
Hu, A., & Wu, X. (2019). Science or liberal arts? Cultural capital and college major choice in China. The British Journal of Sociology, 70(1), 190-213.
indiegogo.com Traffic Statistics. (2018). Retrieved from https://www.alexa.com/siteinfo/indiegogo.com
Joenssen, D., Michaelis, A., & Müllerleile, T. (2014). A link to new product preannouncement: Success factors in crowdfunding. University of Technology Ilmenau,
Jæger, M. M., & Møllegaard, S. (2017). Cultural capital, teacher bias, and educational success: New evidence from monozygotic twins. Social Science Research, 65, 130-144.
Kang, L., Jiang, Q., & Tan, C.-H. (2017). Remarkable advocates: An investigation of geographic distance and social capital for crowdfunding. Information & Management, 54(3), 336-348.
Kelly, L. (2019, 8 March 2019). How did the SMOG index become a crucial readability formula for content writers? Retrieved from http://www.readabilityformulas.com/smog-readability-formula.php
Kickstarter.com Traffic Statistics. (2018). Retrieved from https://www.alexa.com/siteinfo/kickstarter.com
Kim, K., & Viswanathan, S. (2018). The'Experts' in the crowd: The role of experienced investors in a crowdfunding market. MIS Quarterly, 43(2), 347-372.
Kim, P. H., Aldrich, H. E., & Keister, L. A. (2006). Access (not) denied: The impact of financial, human, and cultural capital on entrepreneurial entryin the United States. Small Business Economics, 27(1), 5-22.
Kuppuswamy, V., & Bayus, B. L. (2018). Crowdfunding creative ideas: The dynamics of project backers. In D. Cumming & L. Hornuf (Eds.), The Economics of Crowdfunding. Cham: Palgrave Macmillan.
Lachmann, M., Wöhrmann, A., & Wömpener, A. (2011). Acquisition and integration of fair value information on liabilities into investors' judgments. Review of Accounting and Finance, 10(4), 385-410.
Lambert, T., & Schwienbacher, A. (2010). An empirical analysis of crowdfunding. Université catholique de Louvain, Belgium.
Lareau, A. (1987). Social class differences in family-school relationships: The importance of cultural capital. Sociology of Education, 60(2), 73-85.
Li, N., Guo, X., Chen, G., & Luo, N. (2015). Reading behavior on intra-organizational blogging systems: A group-level analysis through the lens of social capital theory. Information & Management, 52(7), 870-881.
Lin, C.-P. (2011a). Assessing the mediating role of online social capital between social support and instant messaging usage. Electronic Commerce Research and Applications, 10(1), 105-114.
Lin, C.-P. (2011b). Modeling job effectiveness and its antecedents from a social capital perspective: A survey of virtual teams within business organizations. Computers in Human Behavior, 27(2), 915-923.
Lin, T. (2015). The determinants of successful crowdfunding projects: An empirical study of a Taiwanese crowdfunding platform, flyingV. (Master), National Taiwan University,
Liu, Y. C. (2015). Factors affecting crowdfunding outcomes: A case study of Kickstarter. (Master), National Sun Yat-sen University,
Lukkarinen, A., Teich, J. E., Wallenius, H., & Wallenius, J. (2016). Success drivers of online equity crowdfunding campaigns. Decision Support Systems, 87, 26-38.
Manchaiah, V., Dockens, A. L., Flagge, A., Bellon-Harn, M., Azios, J. H., Kelly-Campbell, R. J., & Andersson, G. (2019). Quality and readability of English-language Internet information for tinnitus. Journal of the American Academy of Audiology, 30(1), 31-40.
Mathieu, J. E., Heffner, T. S., Goodwin, G. F., Salas, E., & Cannon-Bowers, J. A. (2000). The influence of shared mental models on team process and performance. Journal of Applied Psychology, 85(2), 273.
Mollick, E. (2014). The dynamics of crowdfunding: An exploratory study. Journal of Business Venturing, 29(1), 1-16.
Most successfully completed Kickstarter projects as of August 2018, based on amount of total funds raised (in million U.S. dollars). (2018). Retrieved from https://www.statista.com/statistics/222489/most-successful-completed-kickstarter-projects-by-total-funds-raised/
Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242-266.
Por, M. H., Yang, S.-B., & Kim, T. (2016). Successful crowdfunding: The effects of founder and project factors. Paper presented at the Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World, Suwon, Republic of Korea.
Portes, A. (1998). Social capital: Its origins and applications in modern sociology. Annual Review of Sociology, 24(1), 1-24.
Robert Jr, L. P., Dennis, A. R., & Ahuja, M. K. (2008). Social capital and knowledge integration in digitally enabled teams. Information Systems Research, 19(3), 314-334.
Roberts, E., & Townsend, L. (2016). The contribution of the creative economy to the resilience of rural communities: Exploring cultural and digital capital. Sociologia Ruralis, 56(2), 197-219.
Schwienbacher, A., & Larralde, B. (2010). Crowdfunding of small entrepreneurial ventures. In D. Cumming (Ed.), Handbook of Entrepreneurial Finance (pp. 23). Oxford: Oxford University Press.
Sheer, V. C., & Rice, R. E. (2017). Mobile instant messaging use and social capital: Direct and indirect associations with employee outcomes. Information & Management, 54(1), 90-102.
Singh, P. V., Tan, Y., & Mookerjee, V. (2011). Network effects: The influence of structural capital on open source project success. MIS Quarterly, 35(4), 813-829.
Skaates, M. A., Tikkanen, H., & Alajoutsijärvi, K. (2002). Social and cultural capital in project marketing service firms: Danish architectural firms on the German market. Scandinavian Journal of Management, 18(4), 589-609.
Staber, U. (2006). Social capital processes in cross cultural management. International Journal of Cross Cultural Management, 6(2), 189-203.
Stats. (2019). Retrieved from https://www.kickstarter.com/help/stats?ref=about_subnav
Sutherland, L.-A., & Burton, R. J. F. (2011). Good farmers, good neighbours? the role of cultural capital in social capital development in a Scottish farming community. Sociologia Ruralis, 51(3), 238-255.
Swartz, D. L., & Zolberg, V. L. (2006). After Bourdieu: Influence, critique, elaboration. New York: Springer Netherlands.
Thies, F., Wessel, M., & Benlian, A. (2016). Effects of social interaction dynamics on platforms. Journal of Management Information Systems, 33(3), 843-873.
Throsby, D. (1999). Cultural capital. Journal of Cultural Economics, 23(1-2), 3-12.
Tips and tools for improving your content readability score. (2018). Retrieved from https://medium.com/@bloghands/tips-and-tools-for-improving-your-content-readability-score-eed82e2ffa87
Wang, N., Li, Q., Liang, H., Ye, T., & Ge, S. (2018). Understanding the importance of interaction between creators and backers in crowdfunding success. Electronic Commerce Research and Applications, 27(1), 106-117.
Wasko, M. M., & Faraj, S. (2005). Why should I share? examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29(1), 35-57.
Wdowiak, M. A., Schwarz, E. J., Breitenecker, R. J., & Wright, R. W. (2012). Linking the cultural capital of the entrepreneur and early performance of new ventures: A cross-country comparison. Journal for East European Management Studies, 17(2), 149-183.
What is Crowdfunding? Crowdfunding Guide. Retrieved from https://www.fundable.com/learn/resources/guides/crowdfunding/what-is-crowdfunding
Why is funding all-or-nothing? (2019). Retrieved from https://help.kickstarter.com/hc/en-us/articles/115005047893-Why-is-funding-all-or-nothing-
Widén-Wulff, G., & Ginman, M. (2004). Explaining knowledge sharing in organizations through the dimensions of social capital. Journal of Information Science, 30(5), 448-458.
Zheng, H., Hung, J.-L., Qi, Z., & Xu, B. (2016). The role of trust management in reward-based crowdfunding. Online Information Review, 40(1), 97-118.
Zheng, H., Li, D., Wu, J., & Xu, Y. (2014). The role of multidimensional social capital in crowdfunding: A comparative study in China and US. Informaion & Management, 51(4), 488-496.
Zheng, H., Xu, B., Zhang, M., & Wang, T. (2018). Sponsor's cocreation and psychological ownership in reward‐based crowdfunding. Information Systems Journal, 28(6), 1213-1238.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code