Design of Reward Tiers in Crowdfunding: Eschewing Acknowledgments and Prioritizing Promotion

IF 2.5 3区经济学 Q2 ECONOMICS

Managerial and Decision Economics Pub Date : 2024-12-02 DOI:10.1002/mde.4450

Liangchen Fan, Jin Qin, Yao Yao

引用次数: 0

Abstract

This study investigates how reward tier design impacts crowdfunding performance. We innovatively categorize reward tiers into three utilitarian types—basic, promotional, and one-dollar—and we consider hedonic acknowledgments of types public and personal. By analyzing data from 2471 Kickstarter projects (with 20,183 tiers), we find an inverted U-shaped relationship between the number of promotional tiers and fundraising performance. In contrast, offering more basic tiers or having a one-dollar tier hinders fundraising. Counterintuitively, neither public nor personal acknowledgments in reward tiers are positively related to the fundraising performance. These new insights provide guidance for practice in crowdfunding.

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众筹中的奖励层级设计：避免致谢和优先推广

本研究探讨奖励层级设计如何影响众筹绩效。我们创新地将奖励等级分为三种实用类型——基本奖励、促销奖励和一美元奖励，并考虑公共和个人的享乐奖励类型。通过分析2471个Kickstarter项目（共20183个层级）的数据，我们发现推广层级的数量与筹资表现之间呈倒u型关系。相比之下，提供更多的基本级别或一美元级别会阻碍筹款。与直觉相反的是，奖励等级中的公开或个人认可与融资业绩都没有正相关。这些新见解为众筹实践提供了指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Managerial and Decision Economics Multiple-

CiteScore

1.40

自引率

18.20%

发文量

242

期刊介绍： Managerial and Decision Economics will publish articles applying economic reasoning to managerial decision-making and management strategy.Management strategy concerns practical decisions that managers face about how to compete, how to succeed, and how to organize to achieve their goals. Economic thinking and analysis provides a critical foundation for strategic decision-making across a variety of dimensions. For example, economic insights may help in determining which activities to outsource and which to perfom internally. They can help unravel questions regarding what drives performance differences among firms and what allows these differences to persist. They can contribute to an appreciation of how industries, organizations, and capabilities evolve.