Improving intention to back projects with effective designs of progress presentation in crowdfunding campaign sites

摘要

Despite the crucial role a crowdfunding campaign webpage can play in attracting potential backers, there has been a lack of theory-driven studies to investigate how to design effective campaign webpages for successful campaigns. Based on the Stimulus-Organism-Response (S-O-R) framework, HCI theories, and literature on information diagnosticity, this study investigates how the effects of progress presentation designs can improve intention to back a crowdfunding campaign project. A total of 463 subjects participated in two controlled experiments. MANCOVA and subsequent ANCOVA tests were conducted. We find significant effects of progress cue designs on backers' perceptions, in turn inducing their intention to back projects.