The Effect of Coupons on Crowdfunding Platforms

Q: What does this research mean for the field?

On crowdfunding platforms, offering coupons in both periods maximizes revenue when early-stage success probability is low, while offering higher-value coupons only in the first period is optimal when early-stage success probability is high. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

Sehyun Lee; Geumchul Um; Taewan Kim

doi:10.15830/kjm.2026.41.3.1

August 31, 2026마케팅연구

The Effect of Coupons on Crowdfunding Platforms

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Key Points

To analyze how the timing and value of promotional coupons should be structured to overcome consumer uncertainty and maximize project creator revenue on crowdfunding platforms.
Constructed a two-period decision framework based on a representative consumer utility model incorporating project completion uncertainty and backer delay behaviors.
Evaluated creator revenue across varied strategic scenarios comparing single-period, multi-period, and value-differentiated coupon offerings.
Offering coupons across both periods maximizes revenue when initial project success probability is low, whereas offering coupons exclusively in the first period is optimal when initial completion probability is sufficiently high.
Time-differentiated coupon policies generate superior revenue compared to uniform coupon policies across periods, with the strongest performance achieved by offering higher-value coupons during the initial period.

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Implication

Economic modeling study demonstrates optimal coupon timing depends on completion uncertainty in crowdfunding, highlighting that front-loaded discounts maximize creator revenue.

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Cite This Study

Lee et al. (2026) studied this question.

synapsesocial.com/papers/6a9935c7636c6408cfa7e504 https://doi.org/10.15830/kjm.2026.41.3.1

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The Effect of Coupons on Crowdfunding Platforms

Key Points

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Implication

Abstract

Discussion

Cite This Study

The Effect of Coupons on Crowdfunding Platforms

Key Points

Ask about this paper

Implication

Abstract

Discussion

Cite This Study

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