“The more options, the better?” Investigating the impact of the number of options on backers’ decisions in reward-based crowdfunding projects

Zhao Du*, Mengxiang Li, Kanliang Wang

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    43 Citations (Scopus)

    Abstract

    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.

    Original languageEnglish
    Pages (from-to)429-444
    Number of pages16
    JournalInformation and Management
    Volume56
    Issue number3
    Early online date19 Aug 2018
    DOIs
    Publication statusPublished - Apr 2019

    Scopus Subject Areas

    • Management Information Systems
    • Information Systems
    • Information Systems and Management

    User-Defined Keywords

    • Backers’ backing centroid
    • Multimethod design
    • Reward scheme
    • Reward-based crowdfunding
    • The number of options
    • The success of crowdfunding projects

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