| dc.description.abstract | Several individuals and entrepreneurs have devoted their entire careers to new businesses over the last decades. Monetary difficulties are one of the most common challenges for these entrepreneurs. Thus, businesses have adopted computer-mediated crowdfunding to solicit funds from other individuals for the realization of their creative projects. The field of crowdfunding has been the subject of increasing interest. However, focal research has primarily been the purview of creators’ perspectives. Research on the exploration of funders’ (consumers who give money) consuming experiences and their motivation for funding a project is limited. On the one hand, crowdfunding products are prototypes. Thus, consumers often depend on visualization via stimulus content to illustrate how a final product will be used in a future situation. On the other hand, most crowdfunding projects have a deadline for soliciting funds. If the project creators do not solicit sufficient funds, then the project may fail. Thus, a project is likely to be successful when creators enhance consumers’ visualization of the crowdfunding project through distinct elements (including product originality, visual attractiveness, project completeness, and fundraisers’ expertise). As a result, consumers gain impulsive funding intentions. Therefore, to gain greater insights into this potential, this study focuses on the effects of a stimulus project element on consumers’ future-oriented consideration by drawing on stimulus–organism–response paradigm, thus affecting one’s impulsive funding intention.
Structural equation modeling was employed to examine empirical data collected from 437 consumers of crowdfunding users via convenience sampling. Findings reveal that product originality, visual attractiveness, and fundraisers’ expertise lead to expected benefit and anticipated regret. However, although project completeness positively relates to expected benefit, it negatively relates to anticipated regret. Furthermore, perceived expected benefit and anticipated regret significantly impact on consumers’ impulsive funding intention. In addition to providing valuable tactics for crowdfunding entrepreneurs, our findings elicit several theoretical and practical implications for stimulating customers’ impulsive funding intention in a computer-mediated crowdfunding context. | en_US |