The effects of anchoring on backers' pledge in reward-based crowdfunding: evidence from Taiwanese market

• Published in: Internet research Vol. 31; no. 2; pp. 635 - 653
• Main Authors: Kuo, Ying-Feng, Lin, Cheng-Han, Hou, Jian-Ren
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 10.03.2021; Emerald Group Publishing Limited
• Subjects: Correlation analysis; Crowdfunding; Decision making; Fund raising; Funding; Language Usage; Language Variation; Literature Reviews; Rewards; Success; China; Anchoring effect; Pledge option design; Crowdfunding success; Range theory
• ISSN: 1066-2243; 2054-5657
• DOI: 10.1108/INTR-05-2020-0260

PurposeCrowdfunding allows enterprises or individuals to collect funds from numerous other individuals. This study applies the anchoring effect and range theory in reward-based crowdfunding to explore how different pledge option designs affect the backers' final pledge amount. Moreover, this study examines whether showing the current average amount pledged in the fundraising process has an anchoring effect on the subsequent backers' pledge amount.Design/methodology/approachOnline experiments were conducted, and data were analyzed using the Kruskal–Wallis test and Spearman rank correlation analysis.FindingsResults show that among the three pledge option designs, employing the “bolstering range offer” has the highest backing amount. However, presenting the current average amount pledged in the fundraising process has a reversed anchoring effect on subsequent backers' pledge amount only in the case of a crowdfunding project in the physical goods category with a “point offer.”Originality/valueTo the best of authors’ knowledge, no reward-based crowdfunding platform has yet provided the pledge option design of a “bolstering range offer.” This study reveals that the “bolstering range offer” can significantly increase the amount pledged. This study extends the crowdfunding research area to crowdfunding success and suggests a novel way to set up pledges.