The Effects of Consumption Value and Consumer Trust on Crowdfunding Participation Intention

• 발행기관: 한국유통과학회
• 저자명: Myoung-Ho SHIN Young-Min LEE
• 간행물 정보: 『유통과학연구(JDS)』제18권 제6호, 93~101쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

Purpose: While crowdfunding functions as a purchasing behavior, it is different from other purchasing behavior. It derives from non-existed idea and leads to production and purchase through continuous idea development with participants and participants’ support is a proxy for future sales. This study researches on consumption value, customer’s trust and consumer’s innovativeness to reveal which constructs of consumption value and customer’s trust should be considered. Research design, data, and methodology: Crowdfunding participation intentions were examined using consumer’s consumption value and trust of platforms as independent variables, and consumer innovation as a control variable. A total of 175 surveys were used for analysis. The hypothesis was tested using hierarchical regression analysis. Results: The results showed economic, epistemic value and ability, benevolence consumer trust to have a significant effect in crowdfunding participation intentions. The moderating effect of innovation was shown to be significant in only economic value and benevolence. Conclusions: The economic and hedonic value of consumers should be emphasized, as well as the evaluation level of the project itself. Moreover, technology or system safety, competency, and product specific information, as well as user benefits for their ideas are core elements in attracting new participants.

목차

1. Introduction

2. Review of Literature

3. Methodology

4. Results

5. Discussions and implications

6. Limitations and directions for future research

References

키워드

Crowdfunding Market Entry Consumer Trust Consumption Value