Felix Friederich, Ramon Palau-Saumell, Jorge Matute, José Luis Sánchez-Torelló
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引用次数: 0
Abstract
Investment-based crowdfunding platforms (IBCP) have revolutionized the financial landscape by providing viable investment opportunities for non-institutional investors. Nonetheless, only a limited amount of attention has been focused on the factors that shape investors’ adoption of these platforms. Therefore, we primarily explore investors’ adoption of IBCP by employing an integrated model combining the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Task-technology Fit model (TTF) while incorporating network externalities and trust. Drawing on a sample of current IBCP investors (n = 303), we found that investors’ behavioural intentions and use behaviour can be explained by performance expectancy, effort expectancy, facilitating conditions, habit, network externalities, trust and the TTF. The integrated model explained a higher variance in the endogenous variables than the two baseline models. We contribute to the emerging literature by delivering a new integrated model and provide platform operators with valuable insights into encouraging investors’ adoption behaviour.
期刊介绍:
Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally.
The journal covers:
marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards
loyalty plans
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cross-selling products and services
customer relationship management
online services
customer profiling
targeting
product positioning
pricing
distribution management
consumer finance
pooled investment funds
The Journal of Financial Services Marketing publishes detailed and authoritative:
Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned
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Legal reviews examining in detail the major changes in legislation
Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field
...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.