서강대학교

초록/요약

In recent years, crowdfunding has been receiving a lot of attention; therefore, understanding what factors led to crowdfunding’s success is important as more start-ups and entrepreneurs are utilizing them. Although numerous studies have investigated the determinants of crowdfunding’s success, very little has focused on the impact of optimistic and pessimistic information in the project by fundraisers and funders. We propose to examine the impact of the information from one-way and two-way communication to understand the importance of optimistic and pessimistic information in crowdfunding’s success. In our study, we focused on the optimistic and pessimistic information provided by the fundraiser of the crowdfunding project (project description) and between communication between funders and fundraisers (comments). As our result indicated, pessimistic information from the story had a negative association with crowdfunding success. Therefore, for the fundraisers, they need to make good use of the pessimistic information in the story as it can help to gain attention; but also has the opposite effect when too much appears. However, in the comment section, both the optimistic and pessimistic information had a good association with the project’s success; meaning that when pessimistic information from the funders appears, fundraisers need to make great use of that pessimistic information and response with optimistic information.