AHP 분석에 의한 콘텐츠 스타트업 투자결정요인 연구

Abstract

It is challenging for content-related startups to thrive over the long term due to the inadequate conditions in a range of aspects, such as capital, commercialization skills, and expertise. In addition, preparations for investment attraction are undertaken in a vague way due to the paucity of knowledge about investment concerns. In this regard, this study examined how investors that specialize in content startups actually evaluate and pursue investment opportunities. To this end, a survey was performed among specialists in the domestic investment sector, and AHP analysis was conducted in order to determine the relative significance of investment determinants. The findings indicated that Investors in content startups regarded 'entrepreneur (team)' as the most significant element in determining investment, and 'expertise in the industry' as the most significant factor in terms of overall relevance and priority for subfactors. Furthermore, the analysis by respondents' affiliations revealed that entrepreneur (team) considered as the most important factor investment decisions by venture capital, followed by accelerators and financial firms. These results suggest that in the case of content startups, the founder and team members' internal human factors must be enhanced in order to entice investment.