Kitlesel Fonlama Projelerinde Destekçi Motivasyonunun Analitik Ağ Süreci İle İncelenmesi

Yıl 2018, Cilt: 18 Sayı: 3, 537 - 547, 01.07.2018

Hasan Uygurtürk , Sertaç Ercan

Öz

Kitlesel fonlama, yeni girişimciler için online platformlar aracılığı ile geniş bir kitleden bireysel desteklerle finans sağlama yöntemidir. Bu yöntemde fonlanan (proje sahipleri) ve fonlayıcı (destekçiler) olmak üzere iki taraf bulunmaktadır. Projenin finans kaynağının sağlanması ve hayata geçirilmesi için her iki tarafın da motivasyonlarının büyük etkisi vardır. Bu çalışmada projelere destek verenlerin bireysel ve toplumsal motivasyon önceliklerinin Analitik Ağ Süreci (AAS) Yöntemi ile belirlenmesi amaçlanmıştır. Bu amaç kapsamında, bireysel (ödül, güven, aidiyet, duygusal bağ) ve toplumsal (sosyal sorumluluk, yardımlaşma, bir olayı destekleme) motivasyonların, alternatifler (teknoloji, tasarım, eğlence, yayın) kümesi ile ilişkileri ve aralarındaki etkileşimler araştırılmıştır. Analiz sonuçlarına göre bireysel motivasyon olarak güven, toplumsal motivasyon olarak bir olayı destekleme, alternatifler arasında da teknoloji kategorisi en yüksek öncelik değerlerine sahip olan faktörler olmuştur.

Anahtar Kelimeler

Analitik Ağ Süreci, Girişimcilik, Kitlesel Fonlama, Motivasyon

Analysis of Funders Motivations in Crowdfunding Projects with Analytic Network Process

Öz

Crowdfunding is a method for newborn entrepreneurs which allows financial resource from a huge crowd via online platforms. There are two sides in crowdfunding; founders (the Project creators) and funders (supporters). The motivation of both sides has a great effect to provide financial resource and realize the project. In this study, it is aimed to determine the individual and social motivation priorities of funders with Analytical Network Process (ANP) method. For this purpose, the relationship between individual (reward, confidence, belonging, emotional bond), social (social responsibility, help others, support a cause) motivations and the cluster of alternatives (technology, design, entertainment, publishing) and their interactions were investigated. According to the analysis results, trust as an individual motivation, supporting an event as social motivation and the technology category among the alternatives have the highest priority values.

Anahtar Kelimeler

Analytic Network Process, Crowdfunding, Entrepreneurship, motivation

Kaynakça

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