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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/132251

Title:	An eye-tracking experiment of investors` visual attention and investment intention on crowdfunding platforms.
Authors:	謝佩璇 Hsieh, P. H. Liu, Y. T.
Contributors:	資科系
Date:	2017-12
Issue Date:	2020-10-27 13:50:25 (UTC+8)
Abstract:	Numerous crowdfunding platforms are available on the Web. Such platforms provide access for both profit-making and non-profit organizations. It is worth exploring how to attract investor attention related to viewing fundraising proposals and to assess investment intention on such platforms. The purpose of this study is to explore which one or more elements contained in fundraising proposals presented on the platforms under consideration significantly affect investment intention. In this study, three observable elements were selected based on the development of a business model, where an eye-tracking method was used to capture investors’ visual attention. Six experimental scenarios were developed, and a total of 48 participants were invited to participate. Finally, it was found that the value proposition element obtained the most visual attention, and the key activities element had a significant impact on the participants’ investment intention, especially when the proposal provided adequate details related to the appropriation of funds.
Relation:	SIGHCI 2017 PROCEEDINGS, Association for Information Systems (AIS), pp.n/a
Data Type:	conference
Appears in Collections:	[Department of Computer Science ] Proceedings

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