The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Empirical Analysis of Participation and Word of Mouth Intention of Reward-based Crowdfunding: Focusing on Platform Trust

크라우드펀딩 참여와 구전의도에 대한 실증적 분석 : 플랫폼 신뢰를 중심으로

  • 김보라 (경북대학교 경영학부) ;
  • 박현선 (경북대학교 경영학부 4단계 BK21사업) ;
  • 김상현 (경북대학교 경영학부)
  • Received : 2021.02.15
  • Accepted : 2021.04.26
  • Published : 2021.06.30
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Abstract

Purpose Even if many startups firms have developed innovative items and a potential for success, they often have a limited financial resources, which makes them difficult to do business. To overcome this financial difficulty, startups have used one of fintech services, called crowdfunding that can be a good alternative to solving the difficulty of financing. The purpose of this study is to empirically validate the proposed research model that investigates the reasons of trusting crowdfunding platform, which positively leads to two outcomes - intention to participate and word-of-mouth for reward-based crowdfunding project. Design/methodology/approach We proposed several factors categorized as trust, information quality, and platform traits that have a positive impact on trust of crowdfunding platform, which positively leads to intention to participate and word-of-mouth of crowdfunding. The collected(n=285) from individuals who have participated in crowdfunding project was analyzed with SmartPLS 3.0 to test proposed hypotheses. Findings The results showed that all proposed variables (website reputation, crowdfunding familiarity, digital storytelling, information quality, and interaction) had a significant impact on crowfunding platform trust with exception of product differentiation. In addition, crowfunding platform trust was positively associated with participating intention and word-of-mouth. Based on findings, we discussed the research results and implication alone with a direction for future studies.

Keywords

References

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