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Article
Publication date: 23 October 2020

Ying-Feng Kuo, Cheng-Han Lin and Jian-Ren Hou

Crowdfunding allows enterprises or individuals to collect funds from numerous other individuals. This study applies the anchoring effect and range theory in reward-based…

Abstract

Purpose

Crowdfunding allows enterprises or individuals to collect funds from numerous other individuals. This study applies the anchoring effect and range theory in reward-based crowdfunding to explore how different pledge option designs affect the backers' final pledge amount. Moreover, this study examines whether showing the current average amount pledged in the fundraising process has an anchoring effect on the subsequent backers' pledge amount.

Design/methodology/approach

Online experiments were conducted, and data were analyzed using the Kruskal–Wallis test and Spearman rank correlation analysis.

Findings

Results show that among the three pledge option designs, employing the “bolstering range offer” has the highest backing amount. However, presenting the current average amount pledged in the fundraising process has a reversed anchoring effect on subsequent backers' pledge amount only in the case of a crowdfunding project in the physical goods category with a “point offer.”

Originality/value

To the best of authors’ knowledge, no reward-based crowdfunding platform has yet provided the pledge option design of a “bolstering range offer.” This study reveals that the “bolstering range offer” can significantly increase the amount pledged. This study extends the crowdfunding research area to crowdfunding success and suggests a novel way to set up pledges.

Details

Internet Research, vol. 31 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 7 June 2021

Ying-Feng Kuo, Jian-Ren Hou and Yun-Hsi Hsieh

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores…

Abstract

Purpose

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores the advertising communication effectiveness of using netizen language code-switching in Facebook ads. Moreover, if a brand is with negative brand images, using positive brand images as a control group, this study investigates not only the advertising communication effectiveness of netizen language code-switching but also its effectiveness of remedying the negative brand images.

Design/methodology/approach

Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA.

Findings

The results indicate that netizen language code-switching can enhance advertising communication effectiveness in Facebook ads. Furthermore, under a negative brand image, netizen language code-switching has significant effects on improving Facebook advertising communication effectiveness.

Originality/value

This study takes netizens as the research subjects to explore the advertising communication effectiveness of netizen language code-switching in Facebook ads. This study provides further insight into the effect of netizens' culture on Facebook advertising and enriches the existing literature on social media advertising, as well as expanding the application of code-switching. The results of this study provide enterprises a new perspective on the copywriting content design of Facebook ads.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 9 May 2013

Ying‐Feng Kuo, Tzu‐Li Hu and Shu‐Chen Yang

With the prevalence of the internet, whether various interactive relationship building between online channel and consumers may lead or not to profit has been paid much…

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Abstract

Purpose

With the prevalence of the internet, whether various interactive relationship building between online channel and consumers may lead or not to profit has been paid much attention by researchers and practitioners. It is also to note that the ratio of female shoppers online has been increasing, and female shoppers now outnumber male shoppers online. Based on the perspective of switching path analysis technique (SPAT), the aim of this study is to explore the effects of consumer inertia and satisfaction on repeat‐purchase intention among female online shoppers, and also to examine whether positive word‐of‐mouth and alternative attraction moderate the above relationships.

Design/methodology/approach

Data were collected from a self‐developed online survey system. The formal questionnaire consisted of three sections. The first section screened participants by gender and online shopping experience. The second section measured respondent perceptions of each construct in the research model. The last section aimed to understand respondent basic personal data.

Findings

The study results indicate that both consumer inertia and satisfaction positively influence repeat‐purchase intention, and that consumer inertia is more influential than satisfaction; moreover, positive word‐of‐mouth negatively moderates the relationship between consumer inertia and repeat‐purchase intention, but positively moderates that between satisfaction and repeat‐purchase intention; finally, alternative attraction does not moderate any of the above relationships significantly.

Originality/value

To the authors’ knowledge, the difference between the direct effect of inertia and satisfaction on purchasing behavior has not been investigated. Based on the study findings, suggestions are made for shopping website operators.

Details

Managing Service Quality: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 0960-4529

Keywords

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