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Paper Type

Complete

Paper Number

1387

Description

Earlier research seeking to understand crowdfunding adoption has drawn on social psychology, trust, signaling, and well-being theories. Despite its wide appeal and use, the Technology Acceptance Model (TAM) has received little attention in explaining the adoption of crowdfunding platforms. Accordingly, in the current study we examine the applicability of two versions of this framework, including the original TAM1, and the extended TAM2 frameworks. Data was collected through a survey distributed to the users of Finland’s leading reward crowdfunding website – Mesenaatti. Analyses of 556 observations exhibit support for all hypotheses underlying both TAM frameworks, with two exceptions. Counter to expectations, voluntariness does not moderate the effect of subjective norms on contribution intentions, and the effect of perceived ease-of-use is primarily mediated by perceived usefulness, rather than directly affecting intentions.

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Aug 10th, 12:00 AM

Explaining Reward Crowdfunding Backers’ Intentions and Behavior

Earlier research seeking to understand crowdfunding adoption has drawn on social psychology, trust, signaling, and well-being theories. Despite its wide appeal and use, the Technology Acceptance Model (TAM) has received little attention in explaining the adoption of crowdfunding platforms. Accordingly, in the current study we examine the applicability of two versions of this framework, including the original TAM1, and the extended TAM2 frameworks. Data was collected through a survey distributed to the users of Finland’s leading reward crowdfunding website – Mesenaatti. Analyses of 556 observations exhibit support for all hypotheses underlying both TAM frameworks, with two exceptions. Counter to expectations, voluntariness does not moderate the effect of subjective norms on contribution intentions, and the effect of perceived ease-of-use is primarily mediated by perceived usefulness, rather than directly affecting intentions.

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