Determinants of funding intention of crowdfunding campaigns from India – a subregional cultural variation and transnational migrants perspective
研究了印度不同区域文化差异如何影响人们资助众筹项目的意愿，并探讨了跨国移民经历如何调节这种影响，对众筹平台和营销人员有参考价值。
Purpose This paper aims to explore how sub-national or regional cultural differences influence backers’ willingness to crowdfund projects. The paper also explores how migrant transnationalism influences the impact of backer’s sub-national culture and crowdfunding relationships. Design/methodology/approach This paper is based on the experimental design technique using analysis of covariance methods. The authors tested the study hypotheses on a sample of 790 respondents. Findings The study results suggest that individuals differ in their intent to crowdfund product campaigns depending on value congruence between their cultural values derived from the region to which they belong and the nature of the product category, such as environmentally friendly or happiness-enhancing products. Originality/value This paper explores the role of regional cultural differences in determining the intention to crowdfund different campaigns based on the nature of the product. Value congruence, as driven by regional cultural differences with crowdfunding campaigns, has not been explored before.