Backer Empowerment in Reward-Based Crowdfunding: How Participation beyond Funding Influences Support Behavior
نویسندگان
چکیده
With the number of crowdfunding platforms steadily increasing, it becomes more difficult to attract customers to a particular crowdfunding campaign. This study introduces customer empowerment as a new theoretical concept to study funder participation in crowdfunding. To this end, the paper at hand examines if by systematically empowering funders to participate in crowdfunding product decisions their intention to support a campaign financially and virally increases. Moreover, the paper examines psychological empowerment feelings as a mediating variable that explains intentional support behavior in crowdfunding. The method used is a randomized experiment.
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