“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 journalArticlepeer-review

12 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
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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