Department of Management, Freeman School of Business, Tulane University.
Department of Management & Organization, Foster School of Business, University of Washington.
J Appl Psychol. 2017 Jul;102(7):1075-1090. doi: 10.1037/apl0000217. Epub 2017 Mar 23.
Crowdfunding is an emerging phenomenon that enables entrepreneurs to solicit financial contributions for new projects from mass audiences. Drawing on the elaboration likelihood model of persuasion and emotional contagion theory, the authors examined the importance of displayed entrepreneurial passion when seeking resources in a crowdfunding context. They proposed that entrepreneurs' displayed passion in the introductory video for a crowdfunding project increases viewers' experienced enthusiasm about the project (i.e., passion contagion), which then prompts them to contribute financially and to share campaign information via social-media channels. Such sharing further facilitates campaign success. In addition, the authors proposed that perceived project innovativeness strengthens the positive effect of displayed passion on social-media exposure and the funding amount a project garners. They first tested their hypotheses in 2 studies using a combination of survey and archival data from the world's 2 most popular crowdfunding platforms: Indiegogo (Study 1) and Kickstarter (Study 2). They then conducted an experiment (Study 3) to validate the proposed passion contagion process, and the effect of displayed entrepreneurial passion at the individual level. Findings from these 3 studies significantly supported their hypotheses. The authors discuss the theoretical and practical implications of their findings. (PsycINFO Database Record
众筹是一种新兴现象，它使企业家能够从大众群体中为新项目募集资金。本研究基于说服的精细可能性模型和情绪感染理论，考察了企业家在众筹环境中寻求资源时展示创业热情的重要性。他们提出，企业家在众筹项目介绍视频中展示的热情会增加观众对项目的热情体验（即热情感染），从而促使他们通过社交媒体渠道为项目提供资金并分享信息。这种分享进一步促进了项目的成功。此外，作者还提出，感知到的项目创新性增强了展示的热情对社交媒体曝光度和项目筹集资金量的积极影响。他们首先在两项研究中使用了来自世界上两个最受欢迎的众筹平台——Indiegogo（研究 1）和 Kickstarter（研究 2）的调查和档案数据的组合来检验他们的假设。然后，他们进行了一项实验（研究 3）来验证所提出的热情感染过程，以及个人层面上展示的创业热情的效果。这三项研究的结果显著支持了他们的假设。作者讨论了研究结果的理论和实践意义。
