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Abstract Based on the perspective of network externality, the data of Jingdong crowdfunding platform was selected to establish an econometric model for studying the impact of the free trial marketing project on the crowdfunding market and the crowdfunding project by empirical analysis. The research shows that: (1) Projects with free sampling have positive network externality for other projects in the same category, and have negative network externality for other projects out of the category. (2) In the free sample application period, the projects with free sampling have a positive impact on other projects in the same category. While in the period of releasing trial report, they have a positive impact on peers in the same category and a negative impact on the projects outside the category. (3) The free trial project will change the distribution of funds within and out of the category during the trial experience period and the trial report release period.(4) Free sampling has no significant impact on the platform’s total funds raised, but has significant positive impact on average funds raised by per backer.
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Received: 25 September 2019
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