Backer funding intention in reward-based crowdfunding: service-dominant logic and stimulus-organism-response perspectives

• Published in: International journal of bank marketing Vol. 41; no. 2; pp. 289 - 311
• Main Authors: Wu, Cedric Hsi-Jui, Atmaja, Ferry Tema, Ko, Yu-Chien, Guttena, Revanth Kumar
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 17.03.2023; Emerald Group Publishing Limited
• Subjects: Actors; Bank marketing; Consumption; Crowdfunding; Customer services; Entrepreneurial finance; Entrepreneurs; Influence; Innovations; Marketing; Perceptions; Startups; Success; Value creation; Taiwan; Reward-based crowdfunding; Stimulus-organism-response theory; Backer value creation; Backer funding intention; Backer engagement; Service-dominant logic
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-03-2022-0127

PurposeThe new age of entrepreneurs recognizes crowdfunding as an innovative and effective means of obtaining funding from backers. However, attracting backers is challenging and related scholarly knowledge lacking. Therefore, this study investigates the diverse factors influencing backer funding intention in reward-based crowdfunding.Design/methodology/approachThis study conducted an online survey of 401 registered backers from two reward-based crowdfunding platforms in Taiwan. Data were analyzed using covariance-based structural equation modeling.FindingsResults show that entrepreneur activeness has a negative effect on perceived risk but positively, while entrepreneur activeness and platform interactivity have a positive effect on backer engagement and backer value creation. Although it had no significant impact on backer engagement, project novelty positively influenced backer value creation. Perceived risk had no influence on either backer engagement or backer value creation. Backer engagement positively influenced backer value creation and backer funding intention, with the former having a positive impact on the latter.Originality/valueThis study provides a multi-perceptual lens by proposing an integration of diverse factors such as entrepreneurial- (entrepreneur activeness), project- (project novelty and perceived risk) and platform-related characteristics (platform interactivity) as antecedents to backer funding intention. By integrating a service-dominant logic perspective into the stimulus-organism-response model, this study highlights the essence of value creation by perceiving backers as value co-creators.