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Article
Publication date: 29 August 2022

Zecong Ma

While crowdfunding provides a novel method for entrepreneurs and startups to raise funding from consumers, a high percentage of crowdfunding projects fail to achieve their funding…

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Abstract

Purpose

While crowdfunding provides a novel method for entrepreneurs and startups to raise funding from consumers, a high percentage of crowdfunding projects fail to achieve their funding goals. This study aims to investigate the impact of early backers on crowdfunding success (i.e. reaching funding goals) by considering their social and geographic peer influences.

Design/methodology/approach

The author constructed a social network and a geographic network of crowdfunding backers based on a data set from Kickstarter.com and used closeness centrality to quantify the network positions of early backers.

Findings

For project categories with low completion uncertainty, early backers who were socially closer to their peers led to a higher chance of success. However, such an impact declines for projects with higher uncertainty. On the other hand, for project categories with high completion uncertainty, early backers who were geographically closer to their peers led to a higher chance of success. Still, such an impact declines for projects with lower uncertainty.

Originality/value

This paper contributes to the literature by investigating the peer influence between socially and geographically related consumers on a crowdfunding platform. The findings provide managerial implications for crowdfunding project creators to target the right crowd.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 10 August 2021

Jennifer JooYeon Lee and Zecong Ma

The purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline (O2O…

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Abstract

Purpose

The purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline (O2O) diagnosis-and-cure services platforms and (2) to examine how consumer request-specific factors and service quote-specific factors influence consumer decisions in the interactive marketing context.

Design/methodology/approach

The study analyzes a dataset of 17,878 service requests and 57,867 price quotes obtained from an O2O platform bridging consumers and automotive repair shops. On the platform, consumers request service quotes by uploading the description of automotive damage and multiple service providers suggest price quotes. The authors formulated a logit model to examine consumer decisions of responding service quotes.

Findings

This paper finds that (1) consumers receiving more severe diagnostic results are more likely to respond to the price quotes, and (2) diagnostic severity and inconsistency moderate the impacts of geographic distance, shop size, and quote price on consumers' responses to the service quotes.

Research limitations/implications

This paper fills the gap in the literature by advancing the consumer decision processing model to address the interactive shopping experience on O2O diagnosis-and-cure services platforms. The findings are limited by the data and the research context.

Practical implications

For marketing practitioners, the empirical results imply specific positioning and targeting strategies for markets with informational and geographic barriers to expand the market scope and customer base.

Originality/value

The present work is the first to examine the consumer decision process on O2O diagnosis-and-cure service platforms. It adds value to the literature by investigating how consumers update their problem awareness through the service request-specific factors (i.e. diagnostic severity and diagnostic inconsistency) and how the request-specific factors moderate the impacts of the quote-specific factors (i.e. shop distance, shop size and quote price) on consumers' responses to price quote. The conceptual model and empirical findings provide theoretical and practical values for e-commerce researchers and practitioners.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 2040-7122

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