募資團隊對失敗再嘗試歷程探討

An Exploratory Study on Crowdfunding Failure and Trying Again Process.

陳品綺(PIN-CHI CHEN)

指導教授 ： 陳悅琴 ； 吳曉君

朝陽科技大學/管理學院/企業管理系/碩士(2020年)

摘要

近幾年，國內募資活動絡繹不絕，然而，根據統計，募資平台的失敗率高達五成，募資失敗後的團隊與產品該何去何從？募資團隊如何看待及運用募資失敗的經驗、重回市場？並如何運用資源重振旗鼓將產品再行銷？本研究以嘗試理論、失敗認知和社會資本觀點，視募資行動為創業中嘗試行為的一環，探討募資團隊於募資行動前、後之嘗試行為、反思失敗經驗，並善用社會資本使產品重新上市之歷程。本研究採個案研究法，選取符合樣本篩選條件之五家募資失敗再嘗試新通路之樣本，訪談後以紮根分析法進行個案內容編碼和分類。本研究結果得知，募資團隊失敗再成功之關鍵成功因素來自於對失敗的認知、人脈的運用、不斷嘗試新的策略，如何看待失敗經驗並且不害怕嘗試，善用人脈資源與其技術專長，才能順利拓展新規模與新通路。本研究結果在理論上擴充嘗試理論、失敗認知與社會資本的研究範疇，在實務上則對募資團隊失敗後如何轉戰與經營新通路具有啟發性。
關鍵字：嘗試理論、失敗認知、社會資本、群眾募資

關鍵字

群眾募資 ； 社會資本 ； 失敗認知 ； 嘗試理論

並列摘要

In recent years, there has been an endless stream of domestic crowdfunding activities, however, according to statistics, the failure rate of crowdfunding platform is as high as 50%, where should the crowdfunding team go after the failure? How does the crowdfunding team view and use the experience of crowdfunding failure and return to the market? Based on theory of trying, failure perception and social capital, this study regards the crowdfunding as a part of trying behavior in entrepreneurship, explores the trying behavior of crowdfunding team before and after crowdfunding, reflects on failure experience, and makes good use of social capital to make to re-list products. In this study, the case interview method was used to select five samples that met the sample screening criteria which failed in crowdfunding and then re listed. After the interview, grounded theory was used to code and classify the case content. The results of this study show that the key success factors of crowdfunding team for failure and re success come from the cognition of failure, the use of contacts, and constantly trying new strategies. How to treat failure experience and not fear of trying, and make good use of contacts resources and technical expertise can successfully expand new channels. The results of this study extends the domain of theory of trying, failure perception and social capital, and in practical aspects, gives inspiration to failed crowdfunding teams on how to switch and operate new marketing strategies.

並列關鍵字

social capital ； failure perception ； theory of trying ； crowdfunding

參考文獻

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