Is entrepreneur's photo a crucial element in a crowdfunding webpage?

被引：0
|
作者：
Wang, Xin [1 ]
Wang, Huaxin [1 ]
Zhao, Yu [1 ]
机构：
[1] Shandong Inst Commerce & Technol, Dept Business Adm, Jinan, Shandong, Peoples R China
来源：
PROCEEDINGS OF THE SECOND INTERNATIONAL CONFERENCE ON ECONOMIC AND BUSINESS MANAGEMENT (FEBM 2017) | 2017年 / 33卷
关键词：
crowdfunding; entrepreneur's photo; initial trust; perceived risk; INITIAL TRUST; PERCEIVED RISK; INTENTIONS; MODEL;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study investigates the impact of entrepreneur's photo used in a crowdfunding webpage on investor's initial trust, and further, the impact of initial trust on perceived risk and investment intention as well. Laboratory experiments were used to collect data. Results show that entrepreneur's photo is a significantly positive predictor of investor's initial trust belief. Further, investor's initial trust exerts a significantly negative influence on perceived risk; however, initial trust exerts a non-significant influence on investment intention. In addition, perceived risk is a significantly negative predictor of crowdfunding investment intention.
引用
收藏
页码：14 / 20
页数：7
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