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Crowdfunding campaigns: Perceived quality and success. A pitch video assessment
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Orientador(es)
Resumo(s)
Research in Crowdfunding is an emerging priority within the field of Entrepreneurship.
Hundreds of platforms provide nowadays multiple Crowdfunding schemes which are intended
to make it easier for entrepreneurs and others to collect money from the crowd. However, only
a few campaigns become successful as others don’t reach the pre-established funding goal. It
is thus necessary to keep on understanding the dynamics of these platforms and the factors
which justify success. The asymmetry of information has been shown to be a delicate issue as
people perceive quality in different manners. As so, this research aims to understand which
components of perceived quality mostly influence investments decisions. Mainly
Entrepreneurship and Marketing theories were explored along the way. This is research follows
a causal approach where nineteen hypotheses are tested. An experimental survey was conducted
and data was collected from 127 people who were asked to evaluate one of the most important
pieces of any Crowdfunding campaign – the pitch video – and consequently invest on the
presented products.
Descrição
Palavras-chave
Crowdfunding Startups Pitch video Investment decision Perceived quality Brand image Utility Ease of use Product composition Reliability