Product Commercialization through Crowdfunding Websites: A Consumer-Centric Approach

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-04-03 DOI:10.1080/15332861.2020.1870341

Fan-Chuan Tseng

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引用次数: 5

Abstract

Abstract Crowdfunding websites have emerged as a novel financing channel to promote new ideas and facilitate innovative product development. The crowd can examine the project online and provide their support in the form of a donation or in exchange for reward. The study argues that the success of crowdfunding refers not only to financial resources but also to the connection among individuals on the crowdsourcing website. Considering the characteristics of online funders and product development, this study proposes an integrative model to examine the relationships among individuals’ traits, affordance of website design, individual cognition, and funding intention. A survey was conducted to collect and analyze empirical data from the largest Taiwanese crowdfunding website. The research results demonstrate that individuals’ altruism and innovativeness significantly affect their trusting belief in the crowdfunding proposer; design affordance is also an important antecedent of trust and risk perception. Moreover, trust and risk perception significantly affect individuals’ attitude and further intention to donate the crowdfunding project. This study suggests both practical and theoretical views for elucidating and enhancing the effectiveness of crowdfunding.

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通过众筹网站实现产品商业化：以消费者为中心的方法

摘要众筹网站已经成为一种新颖的融资渠道，可以推广新思想，促进创新产品的开发。观众可以在线查看该项目，并以捐赠或奖励的形式提供支持。该研究认为，众筹的成功不仅取决于资金来源，还取决于众包网站上个人之间的联系。考虑到在线资助者和产品开发的特点，本研究提出了一个综合模型来检验个人特质、网站设计的可供性、个人认知和资助意向之间的关系。一项调查是为了收集和分析台湾最大的众筹网站的经验数据。研究结果表明，个体的利他主义和创新性显著影响其对众筹提出者的信任信念；设计可供性也是信任和风险感知的重要前提。此外，信任和风险感知显著影响个人捐赠众筹项目的态度和进一步意愿。这项研究为阐明和提高众筹的有效性提出了实践和理论观点。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.