Is entrepreneur's photo a crucial element in a crowdfunding webpage?

DOI

10.2991/febm-17.2017.2How to use a DOI?

Keywords

crowdfunding; entrepreneur's photo;initial trust; perceived risk

Abstract

This study investigates the impact of entrepreneur’s photo used in a crowdfunding webpage on investor’s 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 entrepreneur’s photo is a significantly positive predictor of investor’s initial trust belief. Further, investor’s 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.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xin Wang
AU  - Huaxin Wang
AU  - Yu Zhao
PY  - 2017/10
DA  - 2017/10
TI  - Is entrepreneur's photo a crucial element in a crowdfunding webpage?
BT  - Proceedings of the Second International Conference On Economic and Business Management (FEBM 2017)
PB  - Atlantis Press
SP  - 14
EP  - 20
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-17.2017.2
DO  - 10.2991/febm-17.2017.2
ID  - Wang2017/10
ER  -