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Incomplete Decisions on Reward-Based Crowdfunding Platforms: Exploring Motivations from Temporal and Social Perspectives

차훈상|강광욱|홍일유
한국마케팅학회 (Korean Marketing Association)|2024.04|아시아마케팅저널 (Asia Marketing Journal)|제26권 제1호|pp. 1-10|DOI https://doi.org/10.53728/2765-6500.1623

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Stimulus-organism-response frameworkReward-based crowdfundingIncomplete decision-makingTemporal and social perspectivesKickstarter.com
주제분류경영학

초록

This study explores incomplete decision-making dynamics on reward-based crowdfunding platforms, focusing on temporal and social factors influencing backers' decisions. Utilizing the temporal aspect (i.e., pledging campaign phase) and social aspect (i.e., current pledged amount ratio) as stimuli within the stimulus-organism-response framework, our findings reveal that nearly 50.9% of respondents change their initial decisions, highlighting widespread incomplete information processing. Backers are more prone to altering decisions under heightened time pressure and display herding behaviors. Furthermore, backers exhibit an increased likelihood of changing decisions under heightened time pressure, coupled with a greater chance that the pledged goal amount will not be achieved. The study discusses theoretical and practical implications.

Abstract

This study explores incomplete decision-making dynamics on reward-based crowdfunding platforms, focusing on temporal and social factors influencing backers' decisions. Utilizing the temporal aspect (i.e., pledging campaign phase) and social aspect (i.e., current pledged amount ratio) as stimuli within the stimulus-organism-response framework, our findings reveal that nearly 50.9% of respondents change their initial decisions, highlighting widespread incomplete information processing. Backers are more prone to altering decisions under heightened time pressure and display herding behaviors. Furthermore, backers exhibit an increased likelihood of changing decisions under heightened time pressure, coupled with a greater chance that the pledged goal amount will not be achieved. The study discusses theoretical and practical implications.

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관련 논문AI추천

Platform Strategy and Market Response Impact on the Success of Crowdfunding: A Chinese CaseDongmei Zhou, Li Guo, Ratanak Huy, Yang Chen아시아기술혁신학회 · Asian Journal of Innovation and Policy2015 · 제4권 제3호Factors Affecting Donation Intention and e-WOM Intention in Donation-Based Crowd-Funding Platform엄남현한국콘텐츠학회 · International Journal of Contents2024 · 제20권 제3호후원형 크라우드 펀딩에서의 목표 구배 효과; 프로젝트 카테고리 별 차이를 중심으로서승범, 이재영, 최강준, 황지현한국지식경영학회 · 지식경영연구2019 · 제20권 제3호The Role of Empathy in Crowdfunding Channel Platform이한석, Juil BAN한국유통과학회 · 유통과학연구2020 · 제18권 제10호The Effects of Consumption Value and Consumer Trust on Crowdfunding Participation Intention이영민, Myoung-Ho SHIN한국유통과학회 · 유통과학연구2020 · 제18권 제6호후원형 크라우드 펀딩에서 목표 달성률이 추가 후원에 미치는 영향: 윤리적 소비에 따른 차이를 중심으로김수연, 이재영, 최윤섭한국소비자학회 · 소비자학연구2022 · 제33권 제4호

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