Crowdfunding has become a popular method to acquire capital for entrepreneurial ventures. To successfully achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims to presents a conceptual model that links a reward-based crowdfunding campaign’s product, pitch and promoter characteristics to expert and casual backers’ evaluation and behavior.,This paper draws from literature from consumer behavior, network, signaling and informational social influence theories to design a conceptual framework that highlights factors that influence potential backers’ participation in crowdfunding campaigns.,It is demonstrated that the conceptual framework presented in the manuscript usefully organizes the real-world tactical marketing decisions of a crowdfunding backer while also being readily amendable to integrating theoretical accounts of human behavior from a diverse body of social science literature. Empirically testable propositions are derived from this social science literature and recast into a manner that could be investigated in the crowdfunding context to expand the body of knowledge on this topic.,This manuscript provides a framework that can be useful to crowdfunders who wish to strategically plan how their marketing communication plan features may be tailored to attract both early- and late-stage crowdfunding backers.,This paper is novel in the crowdfunding literature because it integrates a diverse body of literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding campaign are likely to differently influence different types of potential crowdfunding backers.

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了解支持者与众筹活动的互动

众筹已成为为创业企业获取资本的一种流行方法。为了成功实现筹资目标，众筹活动获得个人（支持者）的支持至关重要。本文旨在提出一个概念模型，将基于奖励的众筹活动的产品，宣传和发起人特征与专家和休闲支持者的评估和行为联系起来。本文从消费者行为，网络，信号和信息社会影响理论中汲取文献资料设计一个概念框架，着重强调影响潜在支持者参与众筹活动的因素。事实证明，手稿中提出的概念框架可以有效地组织众筹支持者在现实世界中的战术营销决策，同时还可以轻松地整合各种社会科学文献中关于人类行为的理论说明。从该社会科学文献中得出经验可检验的命题，并将其改写为可以在众筹背景下进行调查的方式，以扩展有关该主题的知识体系。该手稿提供了一个框架，该框架对于希望进行战略性计划的众筹者有用如何量身定制其营销传播计划功能，以吸引早期和后期的众筹支持者。