Abstract
Much of the current crowdfunding literature focuses on revealing determinants of one-time crowdfunding performance. However, the impacts of existing platform cues on serial crowdfunding performance remain largely unexplored. Drawing heuristic-systematic model, this study examines how performance-based heuristics cues and opinion-based systematic cues exert differential impacts on subsequent crowdfunding performance. This paper will fill the research gap in the crowdfunding literature by examining how backers are processing performance-related and opinion-related information when making decisions in serial crowdfunding context.
Recommended Citation
Lee, Chang Heon and Bian, Yiyang, "Factors Affecting Success of Serial Crowdfunding: From Heuristic and Systematic Perspectives" (2018). PACIS 2018 Proceedings. 131.
https://aisel.aisnet.org/pacis2018/131