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Scholars Day: April 10, 2013

Converting Kickstarter Visitors Into Backers: How Visitor Goals Interact With Trust-Warranting Signals, And Its Influence On Trusting Beliefs and Transaction Intentions

Crowdfunding platforms such as Kickstarter are becoming an increasingly attractive funding option for entrepreneurs, creatives, academics, and more. Prior studies have empirically examined and theoretically articulated the fact that trust is the essence of every online transaction. It has also been found that different user goals determine which trust-warranting signals influence intent to transact. No such research has been conducted within the crowdfunding context, however. In this experiment, potential crowdfunder’s were shown a crowdfunding web page and given the goal to either “help something happen that might otherwise not” (charitable), or to “receive something cool before anyone else” (acquisition). The trust warranting signals that were measured include: the perceived time and money already invested in the project, and the availability of information on past performance. This presentation will report the findings of how each goal-signal combination influenced one’s trusting beliefs and intent to transact.

Presenters: Kevin Kaye (Undergraduate Student)
Joon Yong Seo (Faculty)
Topic: Marketing
Location: 122 Hartwell
Time: 2:30 pm (Session IV)
Please note that presentation times are approximate. If you are interested in attending sessions with multiple presentations, please be in the room at the start of the session.