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Despite the critical role of a campaign page on rewards-based crowdfunding success, a limited number of studies have devoted to test and validate desired effects of the webpage design alternatives to attract potential backers for soliciting contributions. This study specifically focuses on the funding progress status information, one of the critical design components of a crowdfunding platform and proposes its design alternatives to induce perceived information diagnosticity and reduce perceived uncertainty, triggering willingness to back a project. Based on the construal level theory and the cognitive-experiential self-theory, we manipulate the funding progress status information with respect to its amount, presentation format, and order to develop and test hypotheses by conducting a series of controlled experiments to validate their effects. This study expects to provide researchers and practitioners with a theory-based design guideline to develop a campaign page to enhance the likelihood to succeed in the crowdfunding efforts.

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