Earticle

초록

영어

The success of a crowd-funding project can be attributed to various reasons, among which, backer’s (also known as ‘investor’, or ‘funder’) perception of project credibility may be a salient one. The purpose of this study is to investigate the extent to which perceived project credibility can affect a backer’s investment decision. We examine the factors that could influence the building of perceived project credibility by testing the proposed research model using survey data. Analysis results indicate that perceived project credibility has a significantly positive effect on backer’s investment intention. Furthermore, information quality and source credibility are two key determinants of perceived project credibility. This study contributes to crowd- funding literature by enriching the list of successful factors for fund-raising with project credibility. The study also has practical implications because it explains why and how a backer’s perception of project credibility can be improved.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Hypothesis
  2.1. Effect of Project Credibility on Investment Intention
  2.2. Predictors of Project Credibility
 Ⅲ. Analysis
  3.1. Measurement
  3.2. Data Collection
  3.3. Measurement Validation
 Ⅳ. Result
  4.1. Result on Hypotheses
  4.2. Mediation Effect of Project Credibility
 V. Discussion
  5.1. Theoretical Implications
  5.2. Practical Implications
 VI. Conclusion
 

저자

• Huaxin Wang [ Assistant Professor, Shandong Institute of Commerce and Technology, China ]
• Taekyung Kim [ Assistant Professor, Business Administration, The University of Suwon, Korea ] Corresponding Author

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