{"title":"从消费者角度探究众筹活动的价值获取策略","authors":"Liang Zhao, Zhe Sun, Nick Hajli","doi":"10.1111/1467-8551.12815","DOIUrl":null,"url":null,"abstract":"<p>Knowledge about whether entrepreneurs’ backer-oriented actions help facilitate successful fundraising, and the mechanism behind it, is still limited. This study aims to mitigate this gap by exploring reward-based crowdfunding success through the consumer-based perspective (CBP). Using the elaboration likelihood model (ELM), we investigate how entrepreneurs’ backer-oriented behaviour influences potential backers’ information processing and changes their attitude towards campaigns. By analysing a unique dataset collected from China's largest reward-based crowdfunding platform, our empirical results demonstrate that an entrepreneur's backer-oriented behaviour and strength are positively associated with reward-based crowdfunding success. This paper provides a new angle to investigate reward-based crowdfunding success, emphasizing the importance of CBP during the fundraising stage. In addition to high-quality campaign content, entrepreneurs’ backer-oriented actions, such as answering questions and providing elaborate answers, are crucial in facilitating fundraising. The implications for future theory development, empirical research and crowdfunding practitioners are discussed.</p>","PeriodicalId":48342,"journal":{"name":"British Journal of Management","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Investigating Crowdfunding Campaign Value Capture Strategy from the Consumer-based Perspective\",\"authors\":\"Liang Zhao, Zhe Sun, Nick Hajli\",\"doi\":\"10.1111/1467-8551.12815\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>Knowledge about whether entrepreneurs’ backer-oriented actions help facilitate successful fundraising, and the mechanism behind it, is still limited. This study aims to mitigate this gap by exploring reward-based crowdfunding success through the consumer-based perspective (CBP). Using the elaboration likelihood model (ELM), we investigate how entrepreneurs’ backer-oriented behaviour influences potential backers’ information processing and changes their attitude towards campaigns. By analysing a unique dataset collected from China's largest reward-based crowdfunding platform, our empirical results demonstrate that an entrepreneur's backer-oriented behaviour and strength are positively associated with reward-based crowdfunding success. This paper provides a new angle to investigate reward-based crowdfunding success, emphasizing the importance of CBP during the fundraising stage. In addition to high-quality campaign content, entrepreneurs’ backer-oriented actions, such as answering questions and providing elaborate answers, are crucial in facilitating fundraising. The implications for future theory development, empirical research and crowdfunding practitioners are discussed.</p>\",\"PeriodicalId\":48342,\"journal\":{\"name\":\"British Journal of Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.5000,\"publicationDate\":\"2024-03-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"British Journal of Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1111/1467-8551.12815\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"British Journal of Management","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/1467-8551.12815","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Investigating Crowdfunding Campaign Value Capture Strategy from the Consumer-based Perspective
Knowledge about whether entrepreneurs’ backer-oriented actions help facilitate successful fundraising, and the mechanism behind it, is still limited. This study aims to mitigate this gap by exploring reward-based crowdfunding success through the consumer-based perspective (CBP). Using the elaboration likelihood model (ELM), we investigate how entrepreneurs’ backer-oriented behaviour influences potential backers’ information processing and changes their attitude towards campaigns. By analysing a unique dataset collected from China's largest reward-based crowdfunding platform, our empirical results demonstrate that an entrepreneur's backer-oriented behaviour and strength are positively associated with reward-based crowdfunding success. This paper provides a new angle to investigate reward-based crowdfunding success, emphasizing the importance of CBP during the fundraising stage. In addition to high-quality campaign content, entrepreneurs’ backer-oriented actions, such as answering questions and providing elaborate answers, are crucial in facilitating fundraising. The implications for future theory development, empirical research and crowdfunding practitioners are discussed.
期刊介绍:
The British Journal of Management provides a valuable outlet for research and scholarship on management-orientated themes and topics. It publishes articles of a multi-disciplinary and interdisciplinary nature as well as empirical research from within traditional disciplines and managerial functions. With contributions from around the globe, the journal includes articles across the full range of business and management disciplines. A subscription to British Journal of Management includes International Journal of Management Reviews, also published on behalf of the British Academy of Management.