The Impact of the Mixture of Media Types on Perceived Diagnosticity in Crowdfunding: Project Complexity as a Moderator
- 10.2991/febm-18.2018.69How to use a DOI?
- Crowdfunding; Perceived diagnosticity; Mixture of media types; Project complexity
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.
- © 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/).
Cite this article
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 -