精化可能性模型
说服
精化
广告
业务
心理学
营销
互联网隐私
计算机科学
社会心理学
人文学科
哲学
作者
Thomas H. Allison,Blakley C. Davis,Justin W. Webb,Jeremy C. Short
标识
DOI:10.1016/j.jbusvent.2017.09.002
摘要
This study draws upon the elaboration likelihood model of persuasion (ELM) to develop and test a model of persuasive influence in crowdfunding. To test our hypothesized relationships, we drew upon a sample of 383 ventures taken directly from Kickstarter, coupled with a decision experiment conducted in a simulated crowdfunding context. Results suggest that issue-relevant information, such as entrepreneurs' education, matters most when funders possess greater ability and motivation to make careful evaluations. In contrast, cues, such as adopting a group identity, have their strongest influence among inexperienced, first-time funders, and when requested funding amounts are smaller.
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