Abstract

Using the source-credibility model and the match-up hypothesis, this study examines the effectiveness of celebrities’ investment information on crowdfunding campaigns. Findings from four studies indicate that when celebrities invest in projects meant for crowdfunding and when such projects are congruent with their image, investors’ intentions to invest in the projects increase. Furthermore, investors value celebrities’ past project success information more than the product-celebrity image congruent information such that if a celebrity has a previous successful investment even in an incongruent product category, investors’ intentions to invest in the project is still higher than a failed project in a product congruent category.

摘要

本研究使用来源可信度模型和匹配假设，检验名人投资信息对众筹活动的有效性。四项研究的结果表明，当名人投资于众筹项目并且这些项目与他们的形象相符时，投资者对这些项目的投资意向会增加。此外，投资者更看重名人过去的项目成功信息，而不是产品与名人形象的一致性信息，因此如果名人之前在不匹配的产品类别中进行过成功投资，那么投资者对该项目的投资意愿仍然高于失败者。产品全等类别中的项目。