PACIS 2019 Proceedings


With more and more business happening on the digital platform, management response has become increasingly important. However, empirical research investigating the effects of multiple management responses on digital platforms remain rare. In this study, we differentiate management responses in crowdfunding platform into undirected update and directed response according to communication modes. Drawing on cue diagnosticity framework, we examine how high-scope cues (updates) and lowscope cues (responses) are combined or integrated in the process of backers’ investment. Besides, we also explore the role of multiple management responses at different stages of a project as prior studies suggest factors that affect backers’ behaviors are different over the funding cycle. This study could yield insights for fundraisers to optimize their management response strategies and in turn, help them raise enough money to get projects off the ground.