基于AISAS行为模型的众筹项目动态营销效果研究
|
摘要
众筹不仅可以作为便捷的融资渠道,也是一种有效的营销途径。为了研究众筹的营销效果,基于AISAS营销模型和价值共创理论构建了一个AR模型,收集京东众筹平台上202个项目的面板数据并进行实证分析。结果表明,初始营销效果、自然衰减趋势和价值共创行为影响项目的营销效果;项目前期具有更明显的自然衰减趋势和价值共创放大作用;科技类项目的初始营销效果较大、衰减趋势较小,而非科技类项目价值共创行为的放大作用更大;成功项目比失败项目具有更大的初始营销效果和价值共创放大作用。从营销的视角研究众筹,结果对众筹项目发起方有一定的管理启示。
Crowdfunding can not only act as a convenient financing channel, but is also an effective way of marketing. In order to study the marketing effects of crowdfunding, an AR model was built based on the AISAS marketing model and value co-creation theory, then the pannel data of 202 projects on JingDong crowdfunding platform was collected and analyzed through empirical study. The results show that the initial marketing effect, a trend of natural attenuation and value co-creation behavior all influence the marketing effect of the projects. At the early stage of crowdfunding, there were more obvious natural attenuation trend and value co-creation amplification; science and technology projects had a bigger initial marketing effect and a smaller attenuation trend, while other projects showed a larger amplification; successful projects had a bigger initial marketing effect and value co-creation amplification than those that fail. The present essay studied crowdfunding from the perspective of marketing, and its conclusions can offer some management implications for the project initiators.
Crowdfunding can not only act as a convenient financing channel, but is also an effective way of marketing. In order to study the marketing effects of crowdfunding, an AR model was built based on the AISAS marketing model and value co-creation theory, then the pannel data of 202 projects on JingDong crowdfunding platform was collected and analyzed through empirical study. The results show that the initial marketing effect, a trend of natural attenuation and value co-creation behavior all influence the marketing effect of the projects. At the early stage of crowdfunding, there were more obvious natural attenuation trend and value co-creation amplification; science and technology projects had a bigger initial marketing effect and a smaller attenuation trend, while other projects showed a larger amplification; successful projects had a bigger initial marketing effect and value co-creation amplification than those that fail. The present essay studied crowdfunding from the perspective of marketing, and its conclusions can offer some management implications for the project initiators.
引文
[1]BELLEFLAMME P,LAMBERT T,SCHWIENBACHER A.Crowdfunding:Tapping the right crowd[J].Journal of Business Venturing,2014,29(5):585-609.
[2]郑海超,杨婷婷,陈冬宇,等.创新项目大众筹资:资助人公民行为的价值[J].科研管理,2015a,36(11):37-46.
[3]ALLISON T H,DAVIS B C,SHORT J C,et al.Crowdfunding in a prosocial microlending environment:Examining the role of intrinsic versus extrinsic cues[J].Entrepreneurship Theory and Practice,2014,39(1):53-73.
[4]BURTCH G,GHOSE A,WATTAL S.Secret admirers:An empirical examination of information hiding and contribution dynamics in online crowdfunding[J].Information Systems Research,2016,27(3):478-496.
[5]ALAEI S,MALEKIAN A,MOSTAGIR M.A dynamic model of crowdfunding[C]//ACM Conference.ACM,2016:363-363.
[6]GERBER E M,HUI J S,KUO P Y.Crowdfunding:Why people are motivated to post and fund projects on crowdfunding platforms[C]//Proceedings of the International Workshop on Design,Influence,and Social Technologies:Techniques,Impacts and Ethics,2012.
[7]CHOLAKOVA M,CLARYSSE B.Does the possibility to make equity investments in crowdfunding projects crowd out reward-based investments?[J].Entrepreneurship Theory&Practice,2015,39(1):145-172.
[8]GERBER E M,HUI J.Crowdfunding:Motivations and deterrents for participation[J].ACM Transactions on ComputerHuman Interaction,2014,20(6):34-32.
[9]BELLEFLAMME P,OMRANI N,PEITZ M.The economics of crowdfunding platforms[J].Information Economics and Policy,2015,33(9):11-28.
[10]MOLLICK E.The dynamics of crowdfunding:An exploratory study[J].Journal of Business Venturing,2014,29(1):1-16.
[11]曾江洪,肖芳,姜泰羽.基于ELM理论的产品众筹支持者决策行为影响因素研究[J].中南大学学报(社会科学版),2017,23(4):102-109.
[12]COLOMBO M G,FRANZONI C,ROSSI-LAMASTRA C.Internal social capital and the attraction of early contributions In crowdfunding[J].Entrepreneurship Theory and Practice,2015,39(1):75-100.
[13]RIEDER K,VOSS G.The working customer-An emerging new type of consumer[J].Psychology of Everyday Activity,2010,3(2):2-10.
[14]CUMMING D J,JOHAN S.Crowdfunding and entrepreneurial internationalization[M].In N.Dai and D.Siegel,eds.Entrepreneurial Finance:Managerial and Policy Implications,London,UK:The World Scientific Publishers,2016.
[15]LEWIS D,BRIDGER D.The soul of the new consumer:Authenticity what we buy and why in the new economy[M].London:Nicholas Brealey Publishing,2000:204-208.
[16]KOBAYASHI Y.A study of engagement in Japan[J].Aoyama Journal of Business,2009,43(4):39-60.
[17]CHANG Y P,YAN J,ZHANG J L,et al.Online ingame advertising effect:Examining the influence of a match between games and advertising[J].Journal of Interactive Advertising,2010,11(1):63-73.
[18]金永生,王睿,陈祥兵.企业微博营销效果和粉丝数量的短期互动模型[J].管理科学,2011,24(4):71-83.
[19]VARGO S L,LUSCH R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[20]ORDANINI A,MICE K L,PIZZETTI M,et al.Crowdfunding:Transorming customers into investors through innovative service platforms[J].Journal of Service Management,2011,22(4):443-470.
[21]BERGLIN H,STRANDBERG C.Leveraging customers as investors:The driving forces behind crowdfunding[D].Sweden:Uppsala University,2013.
[22]QUERO M J,VENTURA R.The role of balanced centricity in the Spanish creative industries adopting a crowd-funding organizational model[J].Journal of Service Theory&Practice,2015,25(2):43-57.
[23]KIRTI?A K,KARAHAN F.To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession[J].Procedia-Social and Behavioral Sciences,2011,24(3):260-268.
[24]MURDOUGH C.Social media measurement:It’s not impossible[J].Journal of Interactive Advertising,2009,10(1):94-99.
[25]毕凌燕,张镇鹏,左文明.基于微博传播信息流的微博效果评价模型及实证研究[J].情报杂志,2013(7):69-73.
[26]PRAHALAD C K,RAMASWAMY V.Co-creation experiences:The next practice in value creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[27]WITELL L,GUSTAFSSON A,KRISTENSSON P.Customer co-creation in service innovation:A matter of communication?[J].Journal of Service Management,2012,23(3):311-327.
[28]DOMEGAN C,COLLINS K,STEAD M,et al.Value co-creation in social marketing:Functional or fanciful?[J].Journal of Social Marketing,2013,3(3):239-256.
[29]杨学成,徐秀秀,陶晓波.基于体验营销的价值共创机理研究--以汽车行业为例[J].管理评论,2016,28(5):232-240.
[30]朱翊敏,于洪彦.顾客融入行为与共创价值研究述评[J].管理评论,2014,26(5):111-119.
[2]郑海超,杨婷婷,陈冬宇,等.创新项目大众筹资:资助人公民行为的价值[J].科研管理,2015a,36(11):37-46.
[3]ALLISON T H,DAVIS B C,SHORT J C,et al.Crowdfunding in a prosocial microlending environment:Examining the role of intrinsic versus extrinsic cues[J].Entrepreneurship Theory and Practice,2014,39(1):53-73.
[4]BURTCH G,GHOSE A,WATTAL S.Secret admirers:An empirical examination of information hiding and contribution dynamics in online crowdfunding[J].Information Systems Research,2016,27(3):478-496.
[5]ALAEI S,MALEKIAN A,MOSTAGIR M.A dynamic model of crowdfunding[C]//ACM Conference.ACM,2016:363-363.
[6]GERBER E M,HUI J S,KUO P Y.Crowdfunding:Why people are motivated to post and fund projects on crowdfunding platforms[C]//Proceedings of the International Workshop on Design,Influence,and Social Technologies:Techniques,Impacts and Ethics,2012.
[7]CHOLAKOVA M,CLARYSSE B.Does the possibility to make equity investments in crowdfunding projects crowd out reward-based investments?[J].Entrepreneurship Theory&Practice,2015,39(1):145-172.
[8]GERBER E M,HUI J.Crowdfunding:Motivations and deterrents for participation[J].ACM Transactions on ComputerHuman Interaction,2014,20(6):34-32.
[9]BELLEFLAMME P,OMRANI N,PEITZ M.The economics of crowdfunding platforms[J].Information Economics and Policy,2015,33(9):11-28.
[10]MOLLICK E.The dynamics of crowdfunding:An exploratory study[J].Journal of Business Venturing,2014,29(1):1-16.
[11]曾江洪,肖芳,姜泰羽.基于ELM理论的产品众筹支持者决策行为影响因素研究[J].中南大学学报(社会科学版),2017,23(4):102-109.
[12]COLOMBO M G,FRANZONI C,ROSSI-LAMASTRA C.Internal social capital and the attraction of early contributions In crowdfunding[J].Entrepreneurship Theory and Practice,2015,39(1):75-100.
[13]RIEDER K,VOSS G.The working customer-An emerging new type of consumer[J].Psychology of Everyday Activity,2010,3(2):2-10.
[14]CUMMING D J,JOHAN S.Crowdfunding and entrepreneurial internationalization[M].In N.Dai and D.Siegel,eds.Entrepreneurial Finance:Managerial and Policy Implications,London,UK:The World Scientific Publishers,2016.
[15]LEWIS D,BRIDGER D.The soul of the new consumer:Authenticity what we buy and why in the new economy[M].London:Nicholas Brealey Publishing,2000:204-208.
[16]KOBAYASHI Y.A study of engagement in Japan[J].Aoyama Journal of Business,2009,43(4):39-60.
[17]CHANG Y P,YAN J,ZHANG J L,et al.Online ingame advertising effect:Examining the influence of a match between games and advertising[J].Journal of Interactive Advertising,2010,11(1):63-73.
[18]金永生,王睿,陈祥兵.企业微博营销效果和粉丝数量的短期互动模型[J].管理科学,2011,24(4):71-83.
[19]VARGO S L,LUSCH R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[20]ORDANINI A,MICE K L,PIZZETTI M,et al.Crowdfunding:Transorming customers into investors through innovative service platforms[J].Journal of Service Management,2011,22(4):443-470.
[21]BERGLIN H,STRANDBERG C.Leveraging customers as investors:The driving forces behind crowdfunding[D].Sweden:Uppsala University,2013.
[22]QUERO M J,VENTURA R.The role of balanced centricity in the Spanish creative industries adopting a crowd-funding organizational model[J].Journal of Service Theory&Practice,2015,25(2):43-57.
[23]KIRTI?A K,KARAHAN F.To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession[J].Procedia-Social and Behavioral Sciences,2011,24(3):260-268.
[24]MURDOUGH C.Social media measurement:It’s not impossible[J].Journal of Interactive Advertising,2009,10(1):94-99.
[25]毕凌燕,张镇鹏,左文明.基于微博传播信息流的微博效果评价模型及实证研究[J].情报杂志,2013(7):69-73.
[26]PRAHALAD C K,RAMASWAMY V.Co-creation experiences:The next practice in value creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[27]WITELL L,GUSTAFSSON A,KRISTENSSON P.Customer co-creation in service innovation:A matter of communication?[J].Journal of Service Management,2012,23(3):311-327.
[28]DOMEGAN C,COLLINS K,STEAD M,et al.Value co-creation in social marketing:Functional or fanciful?[J].Journal of Social Marketing,2013,3(3):239-256.
[29]杨学成,徐秀秀,陶晓波.基于体验营销的价值共创机理研究--以汽车行业为例[J].管理评论,2016,28(5):232-240.
[30]朱翊敏,于洪彦.顾客融入行为与共创价值研究述评[J].管理评论,2014,26(5):111-119.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |