Impact of project information disclosure on backers' investment intensity in reward-based crowdfunding: Evidence from agri-food crowdfunding in China

Abstract

How to encourage backers to increase investment and obtain more funds is an important issue for both initiators and platforms in reward-based crowdfunding. Based on the trust theory and the elaboration likelihood model (ELM), this study explores the impact of project information disclosure on the investment intensity of backers in agri-food crowdfunding. The results show that the initiator type, trademark registration, number of certificates, number of reward types, number of project updates, and number of comments had significant positive effects on backers' investment intensity. Meanwhile, the investment threshold and lottery had a significantly negative impact on backers' investment intensity. The number of backers played a mediating role in the relationship between independent variables and backers' investment intensity. Based on the research conclusions, practical implications were proposed for initiators, crowdfunding platforms, and regulators.

Keywords

• agriculture crowdfunding
• disclosed project information
• investment intensity of backer
• trust theory
• elaboration likelihood model