The Impact of the Mixture of Media Types on Perceived Diagnosticity in Crowdfunding: Project Complexity as a Moderator

DOI

10.2991/febm-18.2018.69How to use a DOI?

Keywords

Crowdfunding; Perceived diagnosticity; Mixture of media types; Project complexity

Abstract

This study investigates the impacts of the usage of the mixture of media types on perceived diagnosticity, as well as the moderating effect of project complexity in the context of crowdfunding. Laboratory experiments are used to test the hypotheses. Results show that (1) perceived diagnosticity is a strongly positive predictor of the investment intention; (2) compared with a combination of fewer media types, a combination of more media types used in a project presentation leads to a higher perceived diagnosticity of the project presentation; (3) the effect level of the mixture of media types on perceived diagnosticity could be moderated by project complexity.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Huaxin Wang
AU  - Xin Wang
PY  - 2018/12
DA  - 2018/12
TI  - The Impact of the Mixture of Media Types on Perceived Diagnosticity in Crowdfunding: Project Complexity as a Moderator
BT  - Proceedings of the Third International Conference on Economic and Business Management (FEBM 2018)
PB  - Atlantis Press
SP  - 307
EP  - 311
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-18.2018.69
DO  - 10.2991/febm-18.2018.69
ID  - Wang2018/12
ER  -