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Launching for success: The effects of psychological distance and mental simulation on funding decisions and crowdfunding performance
Journal of Business Venturing ( IF 13.139 ) Pub Date : 2020-05-13 , DOI: 10.1016/j.jbusvent.2020.106021
Stefan Rose , Daniel Wentzel , Christian Hopp , Jermain Kaminski

This research examines how potential backers form mental representations of products in reward-based crowdfunding campaigns, and how these representations affect funding decisions and campaign performance. To test our framework, we conducted four experiments and also drew on a sample of 961 Kickstarter campaigns. Our results show that two campaign characteristics – the product's development stage and the indicated time to product delivery – determine the psychological distance that supporters experience in response to a campaign, and that psychological distance, in turn, inhibits individual campaign contributions and cumulative campaign success. Furthermore, we find that encouraging supporters to imagine the benefits of product usage is an effective means to increase support for campaigns that elicit high psychological distance.



中文翻译:

为成功而启动:心理距离和心理模拟对融资决策和众筹绩效的影响

本研究考察了潜在支持者如何在基于奖励的众筹活动中形成产品的心理表征,以及这些表征如何影响资金决策和活动绩效。为了测试我们的框架,我们进行了四次实验,并利用了 961 个 Kickstarter 活动的样本。我们的结果表明,两个运动特征——产品的开发阶段和指定的产品交付时间——决定了支持者在响应运动时所经历的心理距离,而这种心理距离反过来又会抑制个人运动的贡献和累积的运动成功。此外,我们发现鼓励支持者想象产品使用的好处是增加对引发高心理距离的活动的支持的有效手段。

更新日期:2020-05-13
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