A Study on Influence Factors of Pledging Intention of Media Crowd-funding Based on TAM

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Chinese Journal of Journalism & Communication ›› 2016, Vol. 38 ›› Issue (2) : 23-36.

Based on the Technology Acceptance Model（TAM）and perceived risk theory, this paper proposes a Media Crowd-funding Acceptance Model to explain the factors and paths that influence Crowd-funding backers’ intention to pledge. The study tests the model by questionnaire on the backers of a film crowd-funding project. The results indicate that the pledging intention is positively affected mainly by perceived usefulness, perceived risk and salary, while individual trust propensity and information satisfaction could affect the results indirectly by influencing perceived risk and expected utility.

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Abstract

Based on the Technology Acceptance Model（TAM）and perceived risk theory, this paper proposes a Media Crowd-funding Acceptance Model to explain the factors and paths that influence Crowd-funding backers’ intention to pledge. The study tests the model by questionnaire on the backers of a film crowd-funding project. The results indicate that the pledging intention is positively affected mainly by perceived usefulness, perceived risk and salary, while individual trust propensity and information satisfaction could affect the results indirectly by influencing perceived risk and expected utility.

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media crowd-funding / pledging intention / influence factors / TAM

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HAN Xiaoning, YI Xinhang, Ren Tiantian, Wang Jun. A Study on Influence Factors of Pledging Intention of Media Crowd-funding Based on TAM[J]. Chinese Journal of Journalism & Communication. 2016, 38(2): 23-36

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Funding

This research project is supported by the Fundamental Research Funds for the Central Universities, and the Research Funds of Renmin University of China (12XNK042).