政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/132251

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政大機構典藏 > 資訊學院 > 資訊科學系 > 會議論文 > Item 140.119/132251

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題名:	An eye-tracking experiment of investors` visual attention and investment intention on crowdfunding platforms.
作者:	謝佩璇 Hsieh, P. H. Liu, Y. T.
貢獻者:	資科系
日期:	2017-12
上傳時間:	2020-10-27 13:50:25 (UTC+8)
摘要:	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.
關聯:	SIGHCI 2017 PROCEEDINGS, Association for Information Systems (AIS), pp.n/a
資料類型:	conference
顯示於類別:	[資訊科學系] 會議論文

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