Influencing Factors of Media Crowdfunding Support Intention Based on Technology Acceptance Model

Key words: media crowdfunding, support intention, influencing factors, technology acceptance model

Abstract:

This paper makes an empirical study on the influencing factors and influencing paths of supporters' intention of media crowdfunding projects. Based on the technology acceptance model and perceived risk theory, this paper constructs a media crowdfunding support intention model. Through a questionnaire survey and data analysis of a film crowdfunding project supporter group, it is verified that the main influencing factors of crowdfunding support intention are perceived usefulness, perceived risk and monthly salary level of crowdfunding supporters. Although trust orientation and information satisfaction do not directly affect support intention, they will indirectly affect support intention by influencing perceived risk and expected utility of crowdfunding supporters.

Published in Chinese Journal of Journalism & Communication, Issue 02, 2016

Author:

Han Xiaoning, Associate professor, School of Journalism and Communication, Renmin University of China; Researcher, Research Center of Journalism and Social Development, Renmin University of China.

Yi Xinhang, Postgraduate student, School of Journalism and Communication, Renmin University of China

Ren Tiantian, Fishery Supervision and Administration Office of the Yangtze River Basin of the Ministry of Agriculture, Master of Media Economics, School of Journalism and Communication, Renmin University of China

Wang Jun, PhD student, School of Journalism and Communication, Renmin University of China