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Reward crowdfunding contribution as planned behaviour: An extended framework

机译：按计划的行为奖励众筹捐款：扩展框架

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摘要

Reward crowdfunding is a popular channel for entrepreneurial fundraising, whereby backers receive non monetary benefits in return for monetary contributions while accepting risks of non-delivery on campaign pitch promises. To understand contribution behavior in this context, we apply the Theory of Planned Behavior (TPB) for analyzing contribution intentionality and behavior, as well as their antecedents. We use survey data from 560 users of Finland's leading reward crowdfunding platform- Mesenaatti. Our findings show that an extended TPB model holds for reward crowdfunding and that both financial-contribution intentions and information-sharing intentions predict behavior. This highlights the dual nature of reward crowdfunding-contribution intentions and behavior, where information sharing helps reduce information asymmetry and serves as a quality signal in support of financial contribution. This paper also presents significant differences in attitudes, self-efficacy, financial contribution and information-sharing intentions between high-sum and low-sum contributors.
机译：奖励众筹是企业筹款的一种流行渠道，支持者可以获得非金钱利益，以换取金钱，同时接受竞选承诺中的不兑现风险。为了了解在这种情况下的贡献行为，我们应用计划行为理论（TPB）分析了贡献意图和行为及其前因。我们使用来自芬兰领先的奖励众筹平台Mesenaatti的560位用户的调查数据。我们的发现表明，扩展的TPB模型适用于奖励众筹，并且财务贡献意图和信息共享意图都可以预测行为。这突出了奖励众筹贡献意图和行为的双重性质，其中信息共享有助于减少信息不对称性，并作为支持财政贡献的质量信号。本文还提出了高和低贡献者在态度，自我效能，财务贡献和信息共享意图方面的显着差异。

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