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sidenav header background[4月25日]管理学workshop
发布日期：2019-04-23 09:15 来源：
Management Workshop
2019 Spring
Time: April 25, 2019 (Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Tingting Fan
The Small Predicts Large Effect in Crowdfunding
Abstract
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.
About the Speaker
Tingting Fan is an assistant professor at Department of Marketing, Business School of The Chinese University of Hong Kong. She got her Ph.D. from Stern School of Business, New York University. She got M.S. in Economics and B.A. 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), Hong Kong RGC, and Product Development Management Association (PDMA). She also won the most prestige University Education Award at CUHK in 2018.
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教学项目展开 / 收起
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sidenav header background[4月25日]管理学workshop
发布日期：2019-04-23 09:15 来源：
Management Workshop
2019 Spring
Time: April 25, 2019 (Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Tingting Fan
The Small Predicts Large Effect in Crowdfunding
Abstract
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.
About the Speaker
Tingting Fan is an assistant professor at Department of Marketing, Business School of The Chinese University of Hong Kong. She got her Ph.D. from Stern School of Business, New York University. She got M.S. in Economics and B.A. 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), Hong Kong RGC, and Product Development Management Association (PDMA). She also won the most prestige University Education Award at CUHK in 2018.
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