Abstract
Based on Signaling Theory, in this research we have analyze the effect of product types, i.e., based on individual ownership or temporary use, and types of rewards, i.e., prototype, branded promotional item, special edition and discount on backers’ intention to pledge reward-based crowdfunding (RBCF) campaigns. Through a survey-based experiment methodology, we find that backers are more likely to fund individual ownership products. Moreover, some rewards are more effective than others in attracting backers’ funds. The results extend the application of Signaling Theory in the context of RBCF, because backers are more influenced by signals linked to both product and reward types because, and of Self-Determination Theory, because backers are mainly driven by the satisfaction of supporting what they consider valuable RBCF campaigns. The outcomes advance the understanding of RBCF, providing advice for entrepreneurs on how to attract more funds by properly designing their projects.
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