RANKING THE FACTORS AFFECTING THE CHOICE OF CROWDFUNDING WEB SITES WITH ANALYTIC HIERARCHY PROCESS

Authors : Cem GÜRLER

Pages : 187-203

Doi:10.16953/deusosbil.1185817

View : 16 | Download : 9

Publication Date : 2023-03-15

Article Type : Research Paper

Abstract :Crowdfunding platforms determine different strategies to attract more backers and fundraiser. Although the product itself is a project in crowdfunding projects, it can be said that the platform is as important as the project. This study aims to rank the factors affecting the choice of crowdfunding web sites with analytic hierarchy process. For this purpose, four dimensions insert ignore into journalissuearticles values(tangibles, reliability, assurance, integration of communication); and ten criteria insert ignore into journalissuearticles values(usability, design, navigability, standardization, reputation, relevancy, authority, privacy, FAQ’s and help, inclusion of special services); were included in the analysis. 11 people knowledgeable about crowdfunding were reached to ask pairwise comparisons. For this purpose, a survey was created. Surveys were sent and collected via email. The data used in the study were collected from three different groups: academics, backers, and a fundraiser. AHP results revealed that most important dimension was reliability. Moreover, according to the calculated general weights, the most important criterion is privacy, while the least important criterion is design.
Keywords : analitik hiyerarşi süreci, kitle fonlaması, ödül temelli kitle fonlaması, kitle fonlaması web siteleri