(An) empirical study of blockbuster effects on online crowdfunding : evidence from kickstarter = 크라우드펀딩 플랫폼에서의 블록버스터 효과에 관한 실증 분석 evidence from kickstarter

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Crowdfunding has emerged alongside the IT development. It is widely believed that overwhelmingly successful projects, called "blockbuster" projects, would have significant impacts on the overall crowdfunding platform. In theoretical perspectives, there have been two countervailing effects of blockbuster, cannibalization effects and spill-over effects. However, in previous studies, there are notable limitations. First, we consider how the advent of blockbusters impact according to the projects’ similarity with inside and outside clusters, rather than the pre-determined categories. Second, we examine the blockbusters’ heterogeneity with the type of backers that bring different effects. Therefore, we expect to fill in the gaps of prior literatures which concluded that the blockbuster project has the same effects on all the other projects within same categories. Our study uses unique data set, compiled by Python based self-developed crawler and apply novel clustering method to analyze blockbuster effects. The dataset includes 148,398 projects and 2,915,821 records of daily pledged amount. We find empirical evidence that blockbusters have a spillover effect on same categories, especially inside clusters experience larger effects than outside clusters. In the long run, these spillover effects last long for the inside cluster, but decay faster in outside clusters. Furthermore, this result changes according to the composition of backers. As a major contribution of this paper, we obtain market structure insights from the creator generated contents based on the semantic network analysis to assess the degree to which the latent competition causes cannibalize or spill-over effects inside the same category. Our study presents a promising avenue for the application of semantic network analysis to the crowdfunding context.
Advisors
Lee, Byungtaeresearcher이병태researcher
Description
한국과학기술원 :경영공학부,
Publisher
한국과학기술원
Issue Date
2017
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 경영공학부, 2017.2,[iii, 30 p. :]

Keywords

Crowdfunding▼aBlockbuster Effects▼aSemantic Network▼aMarket Structure▼aText Mining▼aConsumer Decision Making▼aCustomer Experience; 크라우드펀딩▼a블록버스터 효과▼a의미망 분석▼a시장 구조▼a텍스트 마이닝▼a소비자 의사 결정▼a소비자 경험

URI
http://hdl.handle.net/10203/242700
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=708589&flag=dissertation
Appears in Collection
MT-Theses_Master(석사논문)
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