“The more options, the better?” Investigating the impact of the number of options on backers' decisions in reward-based crowdfunding projects
Hong Kong Baptist University
会议 ID: 484 625 973
The impact of an increased number of options on the backers' decision of supporting a reward-based project has become the most prevalent topic of online crowdfunding research. The number of options in reward-based crowdfunding projects plays an important role in influencing backers' decisions. However, prior studies provided two-pronged outcomes for the impact on the backers' decision of supporting a project. They also neglected the impact on the backers' decision on which option to select. Anchored on the theories of assortment decisions, we found that the number of options has an inverted U-shaped relationship with the backers' decision on supporting a crowdfunding project. It also has a significant impact on the backers' decision on selecting an option. Three studies were conducted, and they collectively provided a piece of solid evidence to our findings.
Mengxiang Li is an assistant professor of Information Systems at the Department of Finance and Decision Sciences, School of Business, Hong Kong Baptist University. He received his Ph.D. degree in Information Systems from the City University of Hong Kong.
He has coauthored in leading information systems journals, such as MIS Quarterly, Journal of Management Information Systems, Information & Management, Decision Support Systems, and International Journal of Electronic Commerce. His articles appeared in premium information system conferences such as the International Conference on Information Systems and the Pacifific Asia Conference on Information Systems. His current research interests include the business information systems and analytics, user-centered technology design, digital commerce, innovation and IT implementation, and NeuroIS.