Distinctiveness is an essential element of crafts. Building on optimal distinctiveness theory, we examine the relationship between craft-based ventures, distinctiveness, and crowdfunding performance. Using a sample of 10,915 craft campaigns and 429,290 non-craft campaigns, we find that craft-based campaigns have higher distinctiveness but realize lower success through distinctiveness. Additionally, craft-based campaigns with a higher risk index have lower distinctiveness, those with higher strategy breadth have higher distinctiveness, and those with lower cognitive complexity have higher distinctiveness. The findings have implications for crafts-based entrepreneurs in leveraging distinctiveness and the value of lowering perceptions of distinctiveness through elements of strategic entrepreneurship—strategy breadth and cognitive complexity.

中文翻译：

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混入人群？基于工艺的活动以及活动成功中独特性的价值

独特性是工艺品的基本要素。基于最佳独特性理论，我们研究了基于工艺的企业、独特性和众筹绩效之间的关系。通过使用 10,915 个手工活动和 429,290 个非手工活动的样本，我们发现基于手工的活动具有较高的独特性，但通过独特性实现的成功率较低。此外，风险指数较高的基于工艺的活动具有较低的独特性，具有较高策略广度的活动具有较高的独特性，而认知复杂性较低的活动具有较高的独特性。研究结果对以手工艺为基础的企业家利用独特性以及通过战略创业要素（战略广度和认知复杂性）降低独特性认知的价值具有影响。