ABSTRACT

Crowdfunding in tourism and leisure projects appears to be growing. However, little is known about why individuals participate in incentive crowdfunding from a theoretical perspective. To address the research question, this study aims to compare a theoretically integrated model regarding linkages among antecedents, attribution, trust, and behavior. This study conducted an online survey to collect the data from South Korea and employed partial least squares structural equation modeling for the data analysis. Results reveal that platform attribution has the greatest impact on trust in platform. Willingness to crowdfund is more influenced by trust in platform than trust in fundraiser.

摘要

旅游业和休闲项目的众筹似乎正在增加。但是，从理论的角度来看，为什么个人参与激励性众筹的知识鲜为人知。为了解决该研究问题，本研究旨在比较关于先行者，归因，信任和行为之间的联系的理论综合模型。这项研究进行了一项在线调查，以收集来自韩国的数据，并采用偏最小二乘结构方程模型进行了数据分析。结果表明，平台归因对平台信任的影响最大。对众筹的意愿受平台信任的影响大于对筹款者的信任。