Purpose

This study examines how individual contributors' evaluation of the two aspects in reward-based crowdfunding—service and community—influences the formation of platform loyalty. It also seeks to determine the conditions under which the evaluation is positive.

Design/methodology/approach

We collaborated for data collection with two reward-based crowdfunding platforms in South Korea that primarily promote crowdfunding campaigns in the creative domains. We combined the survey data collected from 578 contributors and campaign data from the platforms, empirically examining the formation of platform loyalty and its antecedents.

Findings

The results suggest that service satisfaction with a platform and a sense of belonging to it are positively associated with platform loyalty. We also found that an individual contributor's self-image congruence with the crowdfunding platform is positively associated with service satisfaction and a sense of belonging, while the experience of greater campaign success moderates the relationship in different ways.

Research limitations/implications

This study contributes to the crowdfunding literature by establishing a theoretical background for understanding reward-based crowdfunding platforms, which combine service and community. It also extends the scope of the literature on crowdfunding by examining the role of platform loyalty at the platform level.

Practical implications

The results suggest that service and community are both critical for building a sustainable crowdfunding platform. Platform operators are expected to provide high-quality services and foster a sense of community. Identifying and developing contributors with higher self-image congruence with the platforms is essential.

Originality/value

While previous literature on reward-based crowdfunding has focused on individual contributor- and campaign-level analyses, platform-level knowledge is lacking. This study is among the first to focus on platform loyalty of individual contributors toward reward-based crowdfunding platforms. Moreover, we use both individual-level perception and campaign-level performance variables to examine the formation of platform loyalty.

中文翻译：

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在线服务还是虚拟社区？在基于奖励的众筹中建立平台忠诚度

目的

这项研究研究了个人贡献者对基于奖励的众筹中的两个方面（服务和社区）的评估如何影响平台忠诚度的形成。它还试图确定评估结果为肯定的条件。

设计/方法/方法

我们与韩国的两个基于奖励的众筹平台合作进行数据收集，这些平台主要在创意领域推广众筹活动。我们结合了从578位贡献者那里收集的调查数据和平台的竞选数据，从经验上检验了平台忠诚度的形成及其前身。

发现

结果表明，对平台的服务满意度和对平台的归属感与平台忠诚度正相关。我们还发现，个人贡献者与众筹平台的自我形象一致性与服务满意度和归属感正相关，而更大的竞选成功经验则以不同的方式缓解了这种关系。

研究局限/意义

这项研究通过建立了解结合服务和社区的基于奖励的众筹平台的理论背景，为众筹文献做出了贡献。通过在平台级别检查平台忠诚度的作用，它还扩展了有关众筹的文献范围。

实际影响

结果表明，服务和社区对于构建可持续的众筹平台都至关重要。平台运营商有望提供高质量的服务并增强社区意识。识别和开发与平台具有更高自我形象一致性的贡献者至关重要。

创意/价值

尽管先前有关基于奖励的众筹的文献集中在个人贡献者和活动级别的分析，但缺乏平台级别的知识。这项研究是第一个侧重于个人贡献者对基于奖励的众筹平台的平台忠诚度的研究。此外，我们同时使用个人层面的认知度和活动层面的绩效变量来检验平台忠诚度的形成。