The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors’ Intentions

• Main Authors: Li-te Liu, 劉立德
• Other Authors: Ying-Feng Kuo
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2bv79p

碩士 === 國立高雄大學 === 資訊管理學系碩士班 === 103 === In recent years, crowdfunding sprang up and became a new way to raise funds from the public instead of senior investors. In Crowdfunding, project creator can only persuade people to sponsor the project by the project’s content and information. Hence, project itself is attractive and persuasive or not turns on a big issue to project creators and platform managers. This study investigates the effect on sponsors’ intention by describing the crowdfunding project’s content in different ways. We develop a framework to examine the effects of framing effect and cause-related marketing on crowdfunding sponsors’ intentions. The results show that a crowdfunding project which is described by negative attribute frame has significance effect on sponsors’ intention than positive attribute frame. But goal framing does no effect on sponsors’ intention. The crowdfunding project which is described by attribute frame added with cause-related marketing has significance effect on sponsors’ intention than the one without cause-related marketing. We advise the theoretical implication, managerial implication and suggestions for future research according to our results.