Browse > Article
http://dx.doi.org/10.5392/JKCA.2020.20.12.013

An Empirical Analysis on the Success Factors of Crowdfunding: Focusing on the Movie Category Project  

Lee, Do-Yeon (성균관대학교 미디어커뮤니케이션학과)
Chang, Byeng-Hee (성균관대학교 미디어커뮤니케이션학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.12, 2020 , pp. 13-22 More about this Journal
Abstract
This study aims to find out success factors of crowdfunding on movie projects. For empirical analysis, we collected 583 data of the movie projects from the crowdfunding platform 'Tumblbug'. To figure out the success factors, we examined effects of 10 independent variables on 1 dependent variable. The independent variable includes target amount, project information, reward options, creator funding power, editor recommendation, creator contents power, movie type, number of comments, number of replies, and number of SNS information. The final achievement rate of crowdfunding was set as dependent variable. This study found that the target amount, number of text information, number of video information, editor recommendation, number of backers' reply, and number of SNS information had a significant impact on the achievement rate of the movie crowdfunding project. This study has implications in that it has discovered a variable of editor recommendation and the number of SNS information, and both of them have a positive effect on crowdfunding achievement.
Keywords
Crowdfunding; Movie Project; Success Factor; Empirical Analysis;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 최석웅, 이두연, 김원준, 강재원, "크라우드펀딩 성공을 위한 실증분석," 벤처창업연구, Vol.12, No.2, pp.55-63, 2017.   DOI
2 이정은, 신형덕, "크라우드펀딩 사이트의 게시글 정보가 펀딩 성공에 미치는 영향," 한국콘텐츠학회논문지, Vol.14, No.6, pp.54-62, 2014.   DOI
3 C. Miguel, A. G. Jose, and L. G. Jose, "Crowdfunding and Non Profit Media," Journalism Practice, Vol.6, pp.638-647, 2012.   DOI
4 윤민섭, "자금조달 수단으로서의 Crowdfunding에 관한 법적 연구," 기업법연구, 제26권, 제2호, pp.185-225, 2012.
5 E. A. Locke and G. P. Latham, "Building a Practically Useful Theory of Goal Setting and Task Motivation: A 35-year Odyssey," American Psychologist, Vol.57, No.9, pp.705-717, 2002.   DOI
6 R. Kivetz, O. Urminsky, and Y. Zheng, "The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention," Journal of Marketing Research, Vol.43, No.1, pp.39-58, 2006.   DOI
7 이한석, "SNS 디지털 환경의 특성이 문화콘텐츠 구매의도에 미치는 향 - 정보 참여, 감정 애착의 매개 역할을 심으로," 한국콘텐츠학회논문지, 제12권, 제7호, pp.336-345, 2012.   DOI
8 김연형, 홍정한, "영화 흥행 결정 요인과 흥행 성과 예측 연구," 한국통계학회논문집, Vol.18, No.6, pp.859-869, 2011.
9 정회윤, 양형정, "다중회귀 분석을 이용한 영화 흥행 예측," 한국컴퓨터정보학회 하계학술대회발표논문집, Vol.21, No.2, pp.275-278, 2013.
10 이양환, 장병희, 박경우, "국가 간 영화흥행요인 비교를 위한 탐색적 연구: 한국과 키국 영화시장에서 미국 영화의 흥행요인 비교를 중심으로," 언론과학연구, Vol.7, No.1, pp.185-222, 2007.
11 권신혜, 박경우, 장병희, "기계학습 기반의 영화흥행 예측 방법 비교: 인공신경망과 의사결정나무를 중심으로," 예술인문사회 융합 멀티미디어 논문지, Vol.7, No.4, pp.593-601, 2017.
12 T. Ducan and S. E. Moriarty, "A communication-based marketing model for managing relationships," J. Market, Vol.62, pp.1-13, 1998.   DOI
13 D. R. Anderson, D. J. Sweeney, T. A. Williams, Statistics for Business and Economics, South-Western College Publishing, Mason, OH, 1990.
14 서영수, "크라우드펀딩 성공요인 실증분석: 해외 킥스타터를 중심으로," 유라시아연구, Vol.16, No.4, pp.167-184, 2019.
15 W. Nianxin, L. Qingxiang, L. Huigang, Y. Taofeng, and G. Shilun, "Understanding the importance of interaction between creators and backers in crowdfunding success," Electronic Commerce Research and Applications, Vol.27, pp.106-177, 2018.   DOI
16 "몸집 커졌지만...'성장통 앓는' 크라우드펀딩," 한국경제, 2020.01.15.