The Influence of Product Maturity and Innovativeness on Consumers‘ Perceived Uncertainty in Reward-Based Crowdfunding

Rose, Stefan Manfred; Hopp, Christian (2018). The Influence of Product Maturity and Innovativeness on Consumers‘ Perceived Uncertainty in Reward-Based Crowdfunding In: 2018 AMA Winter Academic Conference. New Orleans, USA. 23. - 25. Februar 2018.

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Reward-based crowdfunding (CF) has become a meaningful alternative to facilitate the realization process of new product ideas. While prior research has primarily investigated antecedents of campaign success on the project level, research from a consumer’s perspective is scarce. Therefore, the purpose of this research is to make a first step in this direction by introducing the theoretical lens of consumer behavior research to the growing CF literature. On the basis of the combined results of field data and a controlled experiment we demonstrate that perceived uncertainty plays a fundamental role with regard to consumers’ willingness to pre-purchase products via CF. Our results show that a proposed product’s level of maturity as well as its degree of innovativeness affect consumers’ perceived uncertainty, but have different effects on consumers’ willingness to support a reward-based CF campaign. These findings have implications for researchers and project founders.

Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	Business School > Business Foundations and Methods Business School > Business Foundations and Methods > Marketing Business School Business School > Institute for Marketing & Global Management > Marketing
Name:	Rose, Stefan Manfred0000-0002-1327-0830 and Hopp, Christian0000-0002-4095-092X
Language:	English
Submitter:	Stefan Rose
Date Deposited:	17 Feb 2021 09:15
Last Modified:	21 Sep 2021 02:18
Uncontrolled Keywords:	Reward-based crowdfunding, pre-purchasing, consumer uncertainty, innovation
ARBOR DOI:	10.24451/arbor.14310
URI:	https://arbor.bfh.ch/id/eprint/14310