The effects of money saliency and sustainability orientation on reward based crowdfunding success

Chan Ho Fai; Moy Naomi; Schaffner Markus; Torgler Benno

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The effects of money saliency and sustainability orientation on reward based crowdfunding success

机译：金钱持续性与可持续性取向对基于奖励的群体成功的影响

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摘要

Communication is a key determining factor of success in crowdfunding environments. In this paper, we examine the link between language used by founders and the contribution behavior of funders. Particularly, we investigate how verbal cues - money saliency and sustainability intention - in the communication text can affect the size of the contributing crowd and amount raised in the context of Kickstarter. Given the nature of crowdfunding environments (intrinsically motivated stakeholders) and Kickstarter's rewards-based structure, we hypothesize that there is a potential crowding-out effect in which an increased level of money saliency leads to decreased funding contributions and engagement. However, this effect should be weaker among projects that have non-selfish aims or intentions. Our analysis on close to 80,000 Kickstarter campaigns confirms that there is indeed a price to pay for using monetary-related terms in project descriptions but not among projects identified as sustainability oriented.

机译：通信是众筹环境成功的关键决定因素。在本文中，我们检查了创始人使用的语言与资助的贡献行为之间的联系。特别是，我们调查了口头提示 - 金钱显着性和可持续性的意图 - 在沟通文本中可能会影响促进人群的大小和在Kickstarter背景下提出的金额。鉴于众筹环境（内在动机的利益相关者）和Kickstarter基于奖励的结构的性质，我们假设有潜在的拥挤效果，其中金额持续程度增加导致资金贡献和参与下降。然而，这种效果应该在具有非自私目标或意图的项目中较弱。我们对近80,000名Kickstarter活动的分析证实，在项目描述中使用货币相关术语的价格确实有代价，但没有被确定为可持续性导向的项目。

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来源
《Journal of Business Research》 |2021年第3期|443-455|共13页
作者
Chan Ho Fai; Moy Naomi; Schaffner Markus; Torgler Benno;
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作者单位

Queensland Univ Technol Sch Econ & Finance Brisbane Qld Australia|Queensland Univ Technol Ctr Behav Econ Soc & Technol BEST Brisbane Qld Australia;

Queensland Univ Technol Sch Econ & Finance Brisbane Qld Australia|Queensland Univ Technol Ctr Behav Econ Soc & Technol BEST Brisbane Qld Australia;

Queensland Univ Technol Ctr Behav Econ Soc & Technol BEST Brisbane Qld Australia;

Queensland Univ Technol Sch Econ & Finance Brisbane Qld Australia|Queensland Univ Technol Ctr Behav Econ Soc & Technol BEST Brisbane Qld Australia|CREMA Ctr Res Econ Management & Arts Zurich Switzerland;

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正文语种 eng
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关键词
Crowdfunding; Behavioral intentions; Crowding out; Intrinsic motivation; Sustainability; Digital entrepreneurship;

机译：众筹;行为意图;挤出;内在动机;可持续性;数字企业家精神;

The effects of money saliency and sustainability orientation on reward based crowdfunding success

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