Abstract
Numerous crowdfunding platforms are available on the Web. Such platforms provide access for both profit-making and non-profit organizations. It is worth exploring how to attract investor attention related to viewing fundraising proposals and to assess investment intention on such platforms. The purpose of this study is to explore which one or more elements contained in fundraising proposals presented on the platforms under consideration significantly affect investment intention. In this study, three observable elements were selected based on the development of a business model, where an eye-tracking method was used to capture investors’ visual attention. Six experimental scenarios were developed, and a total of 48 participants were invited to participate. Finally, it was found that the value proposition element obtained the most visual attention, and the key activities element had a significant impact on the participants’ investment intention, especially when the proposal provided adequate details related to the appropriation of funds.
Recommended Citation
Hsieh, Pei-Hsuan and Liu, Yen-Ting, "An Eye-Tracking Experiment of Investors’ Visual Attention and Investment Intention Toward Crowdfunding Platforms" (2017). SIGHCI 2017 Proceedings. 12.
https://aisel.aisnet.org/sighci2017/12