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http://dx.doi.org/10.14400/JDC.2022.20.3.251

A Study on Investment Intentions of Rewarded-Crowdfunding Investors: Focusing on the Extended Theory of Planned Behavior  

Lee, Song Ha (Business Incubation Center, Chonnam National University)
Park, JaeSung (Business Incubation Center, Chonnam National University)
Publication Information
Journal of Digital Convergence / v.20, no.3, 2022 , pp. 251-264 More about this Journal
Abstract
The purpose of this study is to present factors and strategies for successful rewarded-crowdfunding of companies. For this, rewarded-crowdfunding based on the extended theory of planned behavior(E-TPB) by adding individual innovation and risk preference as extended variables, in addition to the basic variables of the theory of planned behavior(TPB), including attitude, subjective norm, and perceived behavior control. In addition, the moderating effect of rewarded-crowdfunding experience was confirmed. In addition, the moderating effect of the rewarded-crowdfunding experience was confirmed, and exploratory factor analysis and multiple regression analysis were conducted for questionnaires who were aware of the concept of rewarded-crowdfunding. As a result of testing the hypothesis, it was found that attitude, subjective norm, perceived behavioral control, and risk preference affect the intention to invest in rewarded-crowdfunding. Also, we could find that perceived behavior control and risk preference were moderately influenced by investor who had experience in rewarded-crowdfunding. Based on the research results, it has academic and practical value by presenting the direction of enhancing the success of rewarded-crowdfunding that companies can use as a way to raise funds and boost sales.
Keywords
Crowdfunding; Rewarded-Crowdfunding; Market Verification; Start-Up; Venture Business; Theory of Planned Behavior; Extended Theory of Planned Behavior;
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Times Cited By KSCI : 2  (Citation Analysis)
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