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Financing Target and Resale Pricing in Reward-Based Crowdfunding

1
School of Management, Tianjin University of Technology, Tianjin 300384, China
2
Business School, Nankai University, Tianjin 300071, China
3
Zhongshan Institute, University of Electronic Science and Technology of China, Zhongshan 528402, China
4
Labovitz School of Business and Economics, University of Minnesota Duluth, Duluth, MN 55812-2496, USA
*
Author to whom correspondence should be addressed.
Sustainability 2018, 10(4), 1297; https://doi.org/10.3390/su10041297
Received: 4 March 2018 / Revised: 8 April 2018 / Accepted: 10 April 2018 / Published: 23 April 2018
(This article belongs to the Special Issue Internet Finance, Green Finance and Sustainability)
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Abstract

Resale is an effective tool for reward-based crowdfunding creators to make more profit after crowdfunding successfully. On the one hand, funds raised during the crowdfunding affect the resale pricing as a capital constraint; on the other hand, backers’ strategic purchasing behavior in the resale stage can also disturb the creator’s financing target decision-making through affecting resale pricing. In view of this, this paper builds a two-stage crowdfunding model to examine the interaction between the financing target and resale pricing in the presence of strategic backers. The results show that a lower financing amount leads to higher prices in the resale stage due to the rationing effect, and suppresses price volatility due to strategic purchasing behavior. In contrast, a higher financing amount enables the creator to build a large capacity, which does not restrict the resale prices and profit. Besides, in the context of high unit production cost or high backer patience level, there is no need for the creator to set a high financing target at the risk of crowdfunding failure. View Full-Text
Keywords: reward-based crowdfunding; resale pricing; financing target; strategic purchasing behavior reward-based crowdfunding; resale pricing; financing target; strategic purchasing behavior
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Xu, L.; Wu, Q.; Du, P.; Qiao, X.; Tsai, S.-B.; Li, D. Financing Target and Resale Pricing in Reward-Based Crowdfunding. Sustainability 2018, 10, 1297.

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