| Popis: |
In recent years, crowdfunding sprang up and became a new way to raise funds from the public instead of senior investors. Crowdfunding refers to enterprises and entrepreneurs raising funds from the crowd through social network by launching their projects on the crowdfunding platforms. However, more than half of the projects which were launched on the crowdfunding platforms did not raise enough funds in time. How to attract and persuade more people willing to sponsor turns on a big issue to project creators and platform managers. Therefore, it is essential to understand what factors influence on sponsors' intentions. Past studies found that people change their original choice if the question was demonstrated in different way. But the literature seldom focused on this situation in the domain of crowdfunding. Thus, this study develops a model to understand the effects of framing effect and cause-related marketing on crowdfunding sponsors' intentions. Follow up studies can do the empirical study of this model in the future. |
