 Understanding backers’ funding intention in reward crowdfunding: An elaboration likelihood perspectiveZhengpei Wang and Xue Yang Technology in Society, 2019, vol. 58, issue C Abstract: Each crowdfunding project creator can create and design a webpage to show their projects on a crowdfunding platform. Backers can process this project information to decide whether to fund the project or not. However, two questions arise: Which kinds of information will affect backers' funding intentions? Do individual characteristics affect backers' funding decisions? We adopted the elaboration likelihood model as an overarching theory to explore these two questions. We tested the model with survey data collected from China. The findings illustrate that central routes (product innovativeness, perceived product quality and creator ability) and peripheral routes (webpage visual design) have positive effects on backers’ funding intentions. Product knowledge was found to have positive moderating impacts on all three central routes but a negative moderating influence on one peripheral route. Theoretical contributions and managerial implications of this study are discussed. Keywords: Crowdfunding; Funding intention; Elaboration likelihood model; Product innovativeness; Product knowledge (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:58:y:2019:i:c:s0160791x18302380 DOI: 10.1016/j.techsoc.2019.101149 Access Statistics for this article Technology in Society is currently edited by Charla Griffy-Brown More articles in Technology in Society from Elsevier |
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