Effects of Social Exchange Relationship Type in Crowd Fundraising Platform and Product Involvement on Product Risk Perception and Trust

• Main Authors: ＷU,YI-FANG, 吳宜芳
• Other Authors: WANG, TSUNG-KUEI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/gwj9v6

碩士 === 東吳大學 === 心理學系 === 105 === The study attempts to explain effect of social exchange relationship type between the crowd fundraising and the backer’s product risk perception and product trust. According to social exchange theory, social exchange relationship type(economic exchange, social and psychological exchange, and both of them)revealed in crowd funding copywriting on net would influence backers’ perception of product risk .There is an interaction effect between product involvement and social exchange relationship type on risk perception importance. A 3x2 between subjects design were employed. Two hundred and nineteen Participants were recruited from social network. The results indicated that social exchange relationship type had direct influence on risk perception importance. Those who were in economic exchange type were more concerned about external product risk perception ,and those who were in social and psychological exchange type were least concern about the product external risk Those who were in social and psychological exchange emphasized most on internal risk perception importance, and those in economic exchange type was least concern about the internal risk perception importance.