As the importance of online crowdfunding platforms to entrepreneurs continues to grow, it becomes increasingly important to facilitate the funding of highly innovative products on such platforms. However, radically innovative products on such platforms have recently been found to perform worse on average than conventional ones failing to gain the support of potential backers. Drawing on selfdetermination theory, this study proposes a research model to investigate the indirect effect of campaign interactivity on potential backers’ perceived radicalness of innovative products in online crowdfunding campaigns. An experimental methodology is outlined to empirically validate this theoretical research model using structural equation modelling. The findings of this study are anticipated to provide evidence for the potential benefits of interactive campaign presentation on reducing potential backers’ bias against radically innovative products leading to enhancing their chances of success.



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