报告题目：The Small Predicts Large Effect in Crowdfunding
报 告 人：范亭亭 博士 香港中文大学
时 间：2018年12月10日（周一）下午 14：00
地 点：管理学院第二会议室
【报告人简介】
Prof. Ting ting Fan is an Assistant Professor in Department of Marketing at The Chinese University of Hong Kong (CUHK) Business School. She got her PhD from Stern School of Business, New York University in 2014. She got MS in Economics and BA in Business Administration at Peking University. Her research interest includes quantitative marketing, consumer experience with high-technology products and services, digital marketing (mobile phone, video games, and online social network), branding, and empirical IO (industrial organization). Her research has won research grants from Wharton Customer Analytics Initiative (WCAI), Marketing Science Institute (MSI), and Product Development Management Association (PDMA).
【报告内容简介】
Entrepreneurs are increasingly relying on Internet crowdfunding — the use of online platforms to raise money from a large number of people — as a means of financing their ventures. This research explores the proposition that the amounts contributed by the majority of funders in the early stages of a crowdfunding campaign may have a counterintuitive influence on follow-up contributions and on the campaign’s likelihood of fundraising success. Findings from an analysis of real-world large-scale crowdfunding data, online social network data, and four experiments show that potential funders are more (vs. less) likely to contribute to a newly launched project when early contributions consist mainly of relatively small (vs. large) amounts. We further show that this Small Predicts Large effect is driven by people’s relationship inferences: when contributions made at the early stage of a crowdfunding campaign mainly comprise relatively large amounts, consumers tend to infer that the large contributions were made by the entrepreneur’s friends or relatives. This relationship inference is further shown to negatively affect consumers’ willingness to contribute. However, if a crowdfunding campaign provides more diagnostic information about the project, these inferences and their effects attenuate.
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管理学院科研管理办公室
2018年**月*日
