Crowdfunding is an important alternative mechanism for entrepreneurial ventures. Just like shoppers prefer listening to people who are not affiliated with a company to get reliable information, checking comments is one of the most direct and efficient methods to collect feedback and suggestions for general crowdfunders. This thesis focuses on the influence of comments on the success of the crowdfunding campaign which includes non-monetary benefits such as accessing the basis of customer, improving the products and testing the market besides monetary benefits like raising money. Non-monetary benefits help proponents of crowdfunding to understand the customers’ willingness to pay, size the potential demand and achieve legitimacy. More than 400 crowdfunding campaigns are selected from design and technology categories as the sample for collecting the comments between crowdfunders and fundraisers. The comments posted on the platform for campaigns are classified into different categories such as product design comments, aesthetic comments, market offer comments, positive comments and negative comments in order to searching the relationship between the indicators themselves and the success of crowdfunding. After conducting general statistic analysis, regression analysis, correlation analysis and using other statistic tools, high standard deviation of comments distribution between crowdfunding campaigns, low correlation between comments quantity and campaigns’ success and other results are found. It also shows that the crowdfunding campaigns with comments are more likely to be successful than campaigns without comments, which also verifies the theoretical arguments supported by existing literatures. The limitations of this thesis come from 4 aspects mainly; firstly, the data collected is not perfect because of the time limitation. Some campaigns are still raising their funds which lead to the data may change every single second. Secondly, some data are deleted by platform automatically because of time or hidden because of privacy. Thirdly, the accuracy of comments sentiment analysis is limited by human resource and time. Finally, in order to analyze the relationship between comments and success of campaigns, the percentage of fund raised compare to the fund goal is simply used to judge the campaigns’ success.
Il crowdfunding è un importante meccanismo alternativo per le iniziative imprenditoriali. Proprio come gli acquirenti preferiscono ascoltare le persone che non sono affiliate con un'azienda per ottenere informazioni affidabili, il controllo dei commenti è uno dei metodi più diretti ed efficaci per raccogliere feedback e suggerimenti per i crowdfunders in generale. Questa tesi si concentra sull'influenza dei commenti sul successo della campagna di crowdfunding che include benefici non monetari come l'accesso alla base del cliente, il miglioramento dei prodotti e il test del mercato oltre a vantaggi monetari come la raccolta di denaro. I benefici non monetari aiutano i sostenitori del crowdfunding a comprendere la disponibilità a pagare dei clienti, a ridimensionare la domanda potenziale e ad ottenere la legittimità. Più di 400 campagne di crowdfunding sono selezionate dalle categorie di design e tecnologia come campione per la raccolta di commenti tra crowdfunder e raccolte di fondi. I commenti pubblicati sulla piattaforma per le campagne sono classificati in diverse categorie, come commenti di progettazione del prodotto, commenti estetici, commenti sull'offerta di mercato, commenti positivi e commenti negativi, al fine di ricercare la relazione tra gli indicatori stessi e il successo del crowdfunding. Dopo aver condotto analisi statistiche generali, analisi di regressione, analisi di correlazione e utilizzo di altri strumenti statistici, deviazione standard elevata della distribuzione di commenti tra campagne di crowdfunding, bassa correlazione tra quantità di commenti e successo delle campagne e altri risultati. Mostra anche che le campagne di crowdfunding con commenti hanno maggiori probabilità di avere successo rispetto alle campagne senza commenti, il che verifica anche gli argomenti teorici supportati dalle letterature esistenti. I limiti di questa tesi provengono principalmente da 4 aspetti; in primo luogo, i dati raccolti non sono perfetti a causa del limite di tempo. Alcune campagne stanno ancora raccogliendo i loro fondi che portano a che i dati possano cambiare ogni singolo secondo. In secondo luogo, alcuni dati vengono cancellati automaticamente dalla piattaforma a causa del tempo o nascosti a causa della privacy. In terzo luogo, l'accuratezza dell'analisi del sentiment dei commenti è limitata dalle risorse umane e dal tempo. Infine, al fine di analizzare la relazione tra commenti e successo delle campagne, la percentuale di fondi raccolti rispetto all'obiettivo del fondo viene semplicemente utilizzata per giudicare il successo delle campagne.
The role of comments in crowdfunding campaigns
SONG, YANG
2017/2018
Abstract
Crowdfunding is an important alternative mechanism for entrepreneurial ventures. Just like shoppers prefer listening to people who are not affiliated with a company to get reliable information, checking comments is one of the most direct and efficient methods to collect feedback and suggestions for general crowdfunders. This thesis focuses on the influence of comments on the success of the crowdfunding campaign which includes non-monetary benefits such as accessing the basis of customer, improving the products and testing the market besides monetary benefits like raising money. Non-monetary benefits help proponents of crowdfunding to understand the customers’ willingness to pay, size the potential demand and achieve legitimacy. More than 400 crowdfunding campaigns are selected from design and technology categories as the sample for collecting the comments between crowdfunders and fundraisers. The comments posted on the platform for campaigns are classified into different categories such as product design comments, aesthetic comments, market offer comments, positive comments and negative comments in order to searching the relationship between the indicators themselves and the success of crowdfunding. After conducting general statistic analysis, regression analysis, correlation analysis and using other statistic tools, high standard deviation of comments distribution between crowdfunding campaigns, low correlation between comments quantity and campaigns’ success and other results are found. It also shows that the crowdfunding campaigns with comments are more likely to be successful than campaigns without comments, which also verifies the theoretical arguments supported by existing literatures. The limitations of this thesis come from 4 aspects mainly; firstly, the data collected is not perfect because of the time limitation. Some campaigns are still raising their funds which lead to the data may change every single second. Secondly, some data are deleted by platform automatically because of time or hidden because of privacy. Thirdly, the accuracy of comments sentiment analysis is limited by human resource and time. Finally, in order to analyze the relationship between comments and success of campaigns, the percentage of fund raised compare to the fund goal is simply used to judge the campaigns’ success.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/145067