ABSTRACT

Wadiz, the largest Korean crowdfunding platform, recorded a 197% year-on-year growth of reward in crowdfunding projects for the fashion and accessory category in the first half of 2019. With this in mind, this study collects 135 cases of fashion and accessory projects from Wadiz to explore the success factors and impactful variables on the funding ratio. The study found that the project signals (the number of backers), social engagement (the number of Instagram followers) affected the funding state. In contrast, reward properties (category, target, and product property), had a significant impact on the level of funding ratio. As an initial study focused on fashion crowdfunding, this study provides practical implications to predict the success factors of fashion crowdfunding that small fashion companies can meaningfully utilize.

摘要

韩国最大的众筹平台Wadiz在2019年上半年的时尚和配饰类别众筹项目中奖励的奖励同比增长了197％。考虑到这一点，本研究收集了135个时尚和配饰案例瓦迪兹（Wadiz）的一些项目，以探讨成功率和影响资金比率的变量。研究发现，该项目的信号（支持者数量），社会参与度（Instagram粉丝数量）影响了资金状况。相比之下，奖励性质（类别，目标和产品性质）对资金比率水平有重大影响。作为专注于时尚众筹的初步研究，该研究为预测​​小型时尚公司可以有效利用的时尚众筹成功因素提供了实际意义。