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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 53, No. 5, pp.1255-1273
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2024
Received 25 Apr 2024 Accepted 06 Jun 2024
DOI: https://doi.org/10.17287/kmr.2024.53.5.1255

크라우드펀딩 목표금액과 성과의 연관성에 관한 연구: 기부형 크라우드펀딩 플랫폼 카카오같이가치를 중심으로

석관호 ; 황산영
(주저자) 고려대학교 경영학과 교수
(교신저자) 고려대학교 기업경영연구원 연구교수
Goal Level and Performance of Crowdfunding Campaigns: Analyses of Kakao Together’s Charitable Campaigns
Kwanho Suk ; Sanyoung Hwang
(First Author) Professor of marketing, School of Business, Korea University ksuk@korea.ac.kr
(Corresponding Author) Research professor in the Institute for Business Research and Education, School of Business, Korea University sanyoung120@korea.ac.kr


Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

초록

다수의 선행연구에서 크라우드펀딩의 목표금액 수준과 성과와의 관계에 대해 다루었으나, 기부형 크라우드펀딩에서는 이들 간의 연관성에 대해 명확한 결론을 제시하지 못하였다. 이에 본 연구는 크라우드펀딩의 성과지표를 모금기반 성과지표(예, 총 모금액)와 목표기반 성과지표(예, 목표달성)의 두 유형으로 구분하고, 성과유형에 따라 목표금액이 성과에 미치는 효과가 다르게 나타날 것임을 제안하였다. 국내 기부형 크라우드펀딩 플랫폼인 카카오같이가치의 캠페인을 분석한 결과, 크라우드펀딩의 성과지표 유형이 목표금액 수준과 성과 간의 관계를 조절하는 것으로 나타났다. 구체적으로, 목표금액의 수준은 모금기반 성과지표와는 양(+)의 연관성을, 목표기반 성과지표와는 음(-)의 연관성을 보여주었다. 이러한 결과는 기부형 크라우드펀딩의 목표금액 수준과 성과의 연관성에 대한 선행연구의 불일치한 결과를 성과지표의 유형의 조절효과를 통해 설명함으로써 중요한 이론적 의의를 갖는다. 또한, 크라우드펀딩 캠페인의 목표설정에 있어 실무적 시사점을 제공할 것으로 기대된다.

Abstract

The relationship between fundraising goal level and crowdfunding performance has received considerable attention in prior studies. However, the empirical findings and arguments regarding the relationship have been inconsistent. This research examines the differential influences of goal level on fund-based (e.g., total raised funds) and target-based (e.g., goal success) performances. Analyses of crowdfunding data from Kakao Together, a charitable crowdfunding platform in Korea, present that the type of performance metrics moderates the relationship between goal level and performance. The goal level is negatively related to target-based performance metrics but positively related to fund-based performance metrics.

Keywords:

Crowdfunding, Goal level, Crowdfunding performance, Total raised funds, Goal success

키워드:

크라우드펀딩, 목표수준, 크라우드펀딩 성과, 총 모금액, 목표달성

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∙ 저자 석관호는 고려대학교에서 경영학과 마케팅전공 교수로 재직 중이다. 주요 연구분야는 소비자행동이다. 주요 연구주제는 행동적 가격이론, 확률지각, 친사회적 행동 등이다.

∙ 저자 황산영은 고려대학교에서 경영학 박사 학위를 받은 후, 현재 같은 대학의 기업경영연구원에서 연구교수로 재직 중이다. 주요 연구분야는 소비자행동의 행동적 의사결정 이론을 기반으로 하며, 목표설정 및 추구, 수치적 정보(시간, 위험 정보 등)의 프레이밍, 친사회적 행동 등 다양한 주제를 다루고 있다.