The Influence of Situational Clues against the Background of Crowdfunding Product Picture on the Investment Intention-The Mediating Effect of the Mental Imagery

DOI

10.2991/icesem-18.2018.174How to use a DOI?

Keywords

Mental imagery; Crowdfunding; Product type; Investment intention

Abstract

Based on the theory of mental imagery, this study aims to explore the impact of situational clues of the background of crowdfunding product picture on investment intention to purchase. The experiment uses 2 (product type: search product vs. experience product) × 2 (whether the product picture background has relevant situational clues: yes vs. no) inter-group experimental design. The data collected by questionnaire star is used to analyze the reliability and validity of the data obtained by the scale. The theoretical model is empirically tested. The results of the study show that when the product shows the picture with situational clues without relevant background to the product, the situational clues with relevant background of the product can enhance the investment intention; when the product type of the crowdfunding product is the experience product, compared with products, the situational clues with relevant background of the product will produce a higher the degree of mental imagery. The mental imagery is the intermediary mechanism of the influence of situational clues on the purchase intention. When the product has a product-related context, it can produce a higher degree of mental imagery, thereby increasing investment intention.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Min Hou
AU  - Guoyu Song
AU  - Chunmei Gu
PY  - 2018/08
DA  - 2018/08
TI  - The Influence of Situational Clues against the Background of Crowdfunding Product Picture on the Investment Intention-The Mediating Effect of the Mental Imagery
BT  - Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)
PB  - Atlantis Press
SP  - 755
EP  - 759
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesem-18.2018.174
DO  - 10.2991/icesem-18.2018.174
ID  - Hou2018/08
ER  -