Research on the factors that affect customers' purchase intention on Crowdfunding platform

摘要

Crowdfunding platform in Taiwan have been developed into a mature model recently. More and more people will visit the platform; however, there is still a big gap when it compares to the people who do online shopping. According to Crowdfunding annual report [1], only less than 1.5% of population have taken part into crowdfunding project. Thus, this study discusses the factor of customer's purchase intention on Crowdfunding platform. Firstly, the study explores the relationship of MOA (motivation, opportunity and ability) and Relational Bonds (Financial Bonds and Structural Bonds) to Knowledge Exchange. Secondly, it examines the effect of knowledge exchange to trust. Finally, the relationships between trust, financial bonds, structural bonds and purchase intention are tested. These study respondents are people who know the Crowdfunding platform. We collected 609 validity questionnaires in total and applied AMOS 17.0 to analyze the collected data. All of the hypotheses are all supported except for hypotheses 4: Financial bonds have a positive impact on Knowledge Exchange. This shows that the effect of financial incentives is not direct to knowledge exchange. Finally, this research offers the theoretical and managerial implications for academic and practical sides and provides suggestions for future scholar.