Is entrepreneurs photo a crucial element in a crowdfunding webpage?
This study investigates the impact of entrepreneurs photo used in a crowdfunding webpage on investors initial trust,and further,the impact of initial trust on perceived risk and investment intention as well.Laboratory experiments were used to collect data.Results show that entrepreneurs photo is a significantly positive predictor of investors initial trust belief.Further,investors initial trust exerts a significantly negative influence on perceived risk;however,initial trust exerts a non-significant influence on investment intention.In addition,perceived risk is a significantly negative predictor of crowdfunding investment intention.
crowdfunding entrepreneurs photo initial trust perceived risk
Xin Wang Huaxin Wang Yu Zhao
Department of Business Administration,Shandong Institute of Commerce and Technology,Jinan,China
国际会议
上海
英文
14-20
2017-10-21（万方平台首次上网日期，不代表论文的发表时间）