[논문]가치공유와 커뮤니케이션이 크라우드펀딩 참여의도에 미치는 영향에 관한 연구

유윤형; 최명길

doi:10.16972/apjbve.15.5.202010.113

[국내논문] 가치공유와 커뮤니케이션이 크라우드펀딩 참여의도에 미치는 영향에 관한 연구
A Study on the Factors Influencing Crowdfunding by Shared Value and Communication 원문보기

벤처창업연구= Asia-Pacific journal of business and venturing, v.15 no.5, 2020년, pp.113 - 127

유윤형 (중앙대학교 일반대학원 문화예술경영학과) , 최명길 (중앙대학교 경영경제대학 경영학과)

초록
AI-Helper

본 연구는 사회교환이론과 혁신확산이론을 바탕으로 크라우드펀딩 투자자의 투자 의도에 영향을 미치는 요인들 간의 상관관계를 확인하고, 가치공유가 위험 인지, 커뮤니케이션과 개인 혁신성과의 관계에서 신뢰의 조절 효과 분석을 포함하여 알아보고자 하였다. 본 연구의 최종적인 목적은 연구 결과를 통해 개인적 차원으로 크라우드펀딩 투자자들의 투자 동향을 파악하고, 크라우드펀딩의 프로젝트 게시자들이 목표로 하는 자금조달을 달성하기 전략을 구체적으로 수립하는데 도움을 주고자 함이다. 실증 분석을 진행하기 위해서 크라우드펀딩에 참여했던 경험이 있는 20대 이상을 대상으로 온라인 설문 조사를 실시하여 총 228부의 설문지를 회수하여 불성실한 답변 42부를 제외한 총 186부의 응답으로 최종 분석을 하였다. 자료 분석은 SPSS 26.0과 Smart PLS 3.0을 통해 구조방정식 모형으로 경로 분석을 실시하였다. 연구 결과로 프로젝트 게시자와 투자자 사이의 가치 공유는 투자자가 인지하는 위험에 유의한 영향을 미치는 것으로 나타났다. 그리고 커뮤니케이션은 프로젝트의 몰입 수준과 투자자 개인의 혁신성에 긍정적인 영향을 보여주었으며, 투자 의도에 있어서 몰입 또한 유의한 결과를 확인할 수 있었다. 조절 효과 분석 결과 신뢰는 가치 공유와 위험 인지 사이의 관계에서만 유의한 결과를 보여주었다. 이는 투자자들이 프로젝트 게시자와 가치를 공유한다는 것은 크라우드펀딩에 참여하고자 하는 동기 유발의 요소이며, 위험을 인지하게 되는 계기라고 볼 수 있다는 점에서 의의가 있다. 본 연구를 통해 크라우드펀딩 투자자의 투자의도와 개인적 차원의 요인들을 실증적으로 파악하여, 크라우드펀딩 영역의 이해관계자들이 투자자를 유치하는 전략 수립이나 마케팅 방안 등에 실무적으로 유용하게 활용할 수 있을 것이다.

Abstract ▼ AI-Helper

Based on the social exchange theory and innovation diffusion theory, this study is to identify the correlation between factors influencing investor's funding intention in crowdfunding and to analyze moderating effect of trust in the relationship of shared value, communication and individual innovation. The purpose of this study is to consider the funding trends of crowdfunding investors from a personal point of view through the results of the study and to help fundraiser of crowdfunding establish specifically strategies for financing. In order to conduct empirical analysis, an online survey was conducted on people who had participated in crowdfunding, and a total of 228 questionnaires were collected and a total of 186 responses were finally analyzed, excluding outliers. For data analysis, structural equation model analysis was conducted using SPSS 26.0 and Smart PLS 3.0. The results of this study showed that shared value in the relationship between fundraiser and investors has a significant effect on the perceived risk. High level of communication between fundraiser and investors showed positive effects on the level of commitment of the crowdfunding project and the innovation of the individual investor. And commitment had a positive effect on the funding intention. According to the results of this research, trust has moderating effect only in relationship between shared value and perceived risk. It is significant that investors share the value of fundraiser together is a motivation factor to fund in crowdfunding and an opportunity to recognize the risk. Through this study, it is expected to utilize them in establishing strategies for start-ups and marketing plans to raise funds through crowdfunding and to empirically identify factors influencing the funding intention through individual levels of crowdfunding investors.

Keyword

질의응답

핵심어	질문	논문에서 추출한 답변
	크라우드펀딩을 기존의 금융체계와 비교하면?	크라우드펀딩은 투자목적 및 투자방식에 따라 금전적인 보상을 대가로 하는 수익형 크라우드펀딩과 비금전적인 보상을 대가로 하는 비수익형 크라우드펀딩 두 가지 형태로 나누어지고, 수익형과 비수익형 크라우드펀딩은 또 증권형과 대출형, 보상형과 기부형 크라우드펀딩으로 분류된다(곽현·이호근, 2014). 크라우드펀딩은 인터넷, SNS, IT 기술 등을 매개로 대중의 집단지성(Collective Intelligence)을 이용한다는 점에서 전통적인 금융수단과 큰 차이가 있어서 기존의 금융체계와는 다양한 특수성을 보여 주고 있다(김영도, 2012).
	크라우드펀딩의 자금 조달 측면에서 중요한 역할을 하는 이유는?	크라우드펀딩은 스타트업의 창업자금 조달 측면에서 중요한 역할을 수행할 수 있다. 크라우드펀딩은 별도의 금융기관의 중개 없이 온라인 플랫폼을 통해 이루어지며, 기존의 자금 조달 수단(대출, 엔젤투자 등)이 부족한 부분을 채워줄 수 있다. 크라우드펀딩은 자금 확보에 어려움이 있는 기업, 개인 및 스타트업의 사업 확장에 있어서 혁신적인 금융 수단으로 기능한다(Schwienbacher & Larralde, 2010).
	크라우드펀딩이란?	크라우드펀딩(crowdfunding)이란 대중 또는 다수를 의미하는 영어의 크라우드(Crowd)와 자금모집을 뜻하는 펀딩(Funding)의 합성어로 자금수요자가 통상 플랫폼(Platform)이라고 불리는 인터넷에서 자금모집을 중개하는 업체를 통하여 불특정 다수로부터 소액의 자금을 조달하는 것을 의미한다(천창민, 2013). 크라우드펀딩은 투자목적 및 투자방식에 따라 금전적인 보상을 대가로 하는 수익형 크라우드펀딩과 비금전적인 보상을 대가로 하는 비수익형 크라우드펀딩 두 가지 형태로 나누어지고, 수익형과 비수익형 크라우드펀딩은 또 증권형과 대출형, 보상형과 기부형 크라우드펀딩으로 분류된다(곽현·이호근, 2014).

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신건권(2018). SmartPLS 3.0 구조방정식모델링. 도서출판 청람.

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표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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