| dc.description.abstract | The crowdfunding platforms provide different funding methods to entrepreneur. However, the factors that affect the success of the crowdfunding project, include external, internal or other reasons. Those f actors may have an impact on the consumer′s preference, trust, and purchase intention.
Using the experimental method, three experiments are designed in this study:project funding trends (u p/ down), investment amount per capita(high/ low), project duration(20 days/ 40 days/ 60 days), produ ct originality(original/ non-original), successful experience(yes/ no), product image color (colorful/ no n-colorful), platform color (warm/ cool)as independent variables; social risk as moderating variable; pr oduct preferences, trust, purchase intension of consumers as dependent variables. The results of the stu dy are as follows:
1. There is an interaction effect between project funding trends and investment amount per capita on the consumers′ preferences of product.
2. There is an interaction effect between investment amount per capita and investment amount per ca pita on the consumers′ purchase intension.
3. There is an interaction effect between investment amount per capita and project duration on the co nsumers′ preferences of product.
4. There is an interaction effect between investment amount per capita and project duration on the co nsumers′ trust of product.
5. There is an interaction effect between investment amount per capita and project duration on the co nsumers′ purchase intension.
6. There is an interaction effect between product originality and successful experience on the consum ers′ preferences of product.
7. There is an interaction effect between product originality and successful experience on the consum ers′ purchase intension.
8. There is an interaction effect between product image color and platform color on the consumers′ p references of product.
9. There is an interaction effect between product image color and platform color on the consumers′ p urchase intension.
10. There is an interaction effect between platform color and social risk on the consumers′ purchase in tension. | en_US |