The effects of motivation, deterrents, trust, and risk on tourism crowdfunding behavior

ABSTRACT With the rapid advancement of information and communication technologies, crowdfunding has emerged as a revenue-generating method. However, tourism research has yet to examine what features influence crowdfunding, which represents high importance to start-up businesses and small to medium enterprises. To resolve this research void, we investigated the effects of motivation and deterrents upon perceived trust and risk, which influence crowdfunding. An online survey was conducted and partial least squares-structural equation modeling was used for data analysis. Results revealed that intrinsic/extrinsic motivation had effects on trust, while deterrents influenced trust and risk, offering new knowledge for tourism crowdfunding.

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