众筹发起人的经验学习机制:基于Indiegogo的实证研究

The experiential learning mechanism of crowdfunding creators:an empirical study based on Indiegogo

经验对众筹成功具有重要作用,但其内在作用机理尚不明确.为探讨众筹发起人的经验学习机制,以连续发起人为研究对象,构建不同理论模型,通过实证分析的方法对学习机制予以验证和修正,再划分出成功组和失败组,分别探索直接经验和间接经验的作用效果.结果表明:发起人的经验学习过程并非连续,经验发挥作用需要过程,符合“量变引起质变”的规律;成功组和失败组尝试次数相当,但二者学习机制明显不同,且这种差异在早期即可区分;直接经验和间接经验的作用效果均可以通过提高绩效及提升效率两方面得以体现,二者相互补充,共同助力于发起人的能力提升,从而打开了经验学习机制的“黑箱”,深化了对经验作用方式的理解,对发起人和众筹平台具有一定的实践指导意义.

Experience plays an important role in crowdfunding success,however,its intrinsic mechanism is not clear.To explore the experience learning mechanism of crowdfunding creators,this paper takes the serial creators as the research object,constructs different theoretical models,the learning mechanism is verified and modified by empirical analysis,then divides them into successful and unsuccessful groups,explores the effect of direct experience and indirect experience respectively.The results show that:creators′experiential learning process is not continuous,it takes process for experience to work,it conforms to the law of“quantitative change causes qualitative change”;successful group and unsuccessful group had roughly the same number of attempts,but the learning mechanism of two is obviously different,and this difference can be distinguished at an early stage;the effect of both direct experience and indirect experience can be reflected by improving performance and efficiency,they are complementary to each other and jointly contribute to the promotion of creators′ability.This study opens the“black box”of experiential learning mechanism,deepens the understanding of how experience works,and it also has certain practical guiding significance for creators and crowdfunding platforms.