DonorsChoose의 기부형 크라우드펀딩에 기반한 가치공동창출 모델링

• 영문명: Value Co-creation Modeling of DonorsChoose’s Donation-based Crowdfunding
• 발행기관: 한국IT서비스학회
• 저자명: 유한나(Hanna Yoo) 이수진(Su Jin Lee) 민동권(Dong Kwon Min)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제20권 제2호, 127~146쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

Donation-based crowdfunding(DBC) is conducted from voluntary participation by project operators. It requires a different operational strategy than general crowdfunding. However, there is a limited amount of research on the operational strategy of DBC. This study explores the value co-creation(VCC) strategy of DBC and analyzes the operation of DonorsChoose.org. The research questions encompass the following: First, we identify the VCC activities of DBC. Second, we uncover activities of the platform operators that facilitate the participation of project operators in VCC activities. Third, we explore how VCC activities affect project operational performance and platform performance in DBC. By adopting a single case study method on DonorsChoose.org, this study provides meaningful insight and detailed understanding into the VCC in DBC. First, VCC processes of DBC are identified(Co-ideation, Co-design, Co-funding, Co-operation, and Co-evaluation). Also, interactions between platform operators and project operators were defined at each stage. Second, this study confirmed that standardization and simplification of platform operators, support for pre- and post-activity, and high-quality information delivery activities were critical. Third, we confirm that these VCC activities improve VCC operational performance and platform performance. The theoretical significance of this study is that the concept of VCC, previously concentrated on participants with economic drivers(consumers and investors), has been applied to the context of DBC, a form of participation by participants with non-economic drivers(supporters and donors). In addition, this study practically contributes to the practice of VCC strategy among various platform operating strategies in DBC.

목차

1. 서 론

2. 이론적 배경

3. 도너스츄즈 사례

4. 결 론

참고문헌

키워드

Value Co-Creation Crowdfunding Donation-Based Crowdfunding Donorschoose Project Operator