The Impact of Product and Reward Types in Reward-Based Crowdfunding
研究了奖励型众筹中，产品类型（个人拥有或临时使用）和奖励类型（原型、品牌促销品、特别版、折扣）对筹资金额的影响，发现个人拥有产品筹款更多，且不同产品类型下奖励效果不同。
This article explores the impact of different types of products and rewards on the amount of funds raised in reward-based crowdfunding (RBCF). Specifically, we have analyzed two different product types, i.e., based on individual ownership or temporary use, and four types of rewards, i.e., prototype, branded promotional item, special edition, and discount. Results of a within-subject survey-based experiment indicate that individual ownership products obtain more funds than temporary use products. In addition, depending on the product type, some rewards are more effective in attracting funds from backers. These outcomes extend the application of Signaling Theory in the context of RBCF, as backers respond to multiple signals connected to both product and reward types because they are related to the likelihood of project realization, and of Self-Determination Theory, as backers are nonprofessionals and contribute their money mainly for the satisfaction of supporting what they consider valuable entrepreneurial projects. The findings of this article advance the scientific understanding of RBCF and provide advice for entrepreneurs on how to properly craft their call for money depending on the type of product proposed to the crowd.