How Trust Is Built and Evolves in the Context of Chinese Crowdfunding? A Case Study of Shui Mu Ke's Crowdfunding

Abstract

Abstract:

This research employs a qualitative approach to perform an in-depth analysis of Shui Mu Ke's crowdfunding. We explore how the initial trust of investors is built before the crowdfunding. In addition, we analyze how project performance and the interaction strategy of fund raisers influence the evolution of trust after the crowdfunding. The results show that fund raisers' social network mobilization, third-party guarantee and media coverage all help to build the initial trust of investors, extending the scope of investors from a small circle of social connections to the general public. Investor's identity orientation moderates the relationship between project performance/interaction strategy and investor's trust. Poor project performance has negative impact on the trust of investors with personal orientation but no impact on the trust of investors with relational/collective orientation. Interaction strategy has positive impact on the trust of investors with relational/collective orientation but no impact on investors with personal orientation.

Key words: crowdfunding, trust, identity orientation

Wang Xueli, Dong Niannian. How Trust Is Built and Evolves in the Context of Chinese Crowdfunding? A Case Study of Shui Mu Ke's Crowdfunding[J]. , 2018, 30(1): 242-255.

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