Abstract: Although reward-based crowdfunding projects have experienced high growth in recent years,
it is necessary to emphasize that not all the campaigns have success. Under these
circumstances, this paper studies the influence of two potential funders? motivations (i.e.,
project attachment and business viability) on their behavioral intentions (i.e., the intention to
fund a crowdfunding project, and the intention to spread positive physical and electronic
word-of-mouth about it). It also explores how the effect of these motivations is moderated by
two campaign characteristics: the percentage of target capital pledged and the time
remaining until the funding deadline. With this aim, this paper simulates a crowdfunding
project and collects 311 survey responses about it. Subsequently, a PLS-SEM approach is
applied to test the model proposed. Findings demonstrate that potential funders? intentions
are mainly influenced by their attachment to the project. For its part, the business viability,
as perceived by potential funders, plays a secondary role mainly influencing their word-ofmouth
intentions. Finally, the campaign characteristics moderate the effect of attachment and
viability on electronic word-of-mouth intentions.
Otras publicaciones de la misma revista o congreso con autores/as de la Universidad de Cantabria
