How to capitalize on investors by using information presentation and feedback on crowdfunding projects

Abstract

As an innovative financing activity, online crowdfunding is characterized by extremely high information asymmetry. To reduce this information asymmetry, crowdfunding companies typically use information presentation, feedback, and other means to convey more information about the fundraising project to investors. Whether the information presentation and feedback affect the investment behavior of nonprofessional ordinary investors is yet to be determined. Moreover, the method by which the information presentation and feedback influence the investment behavior and consequently, the financing performance of crowdfunding companies, has to be identified as well. Currently, research on this subject remains deficient. Therefore, with signal theory and the difference in the cost of information transmission considered, this study classifies the information released by fundraisers on the crowdfunding platform into two categories: low-quality signal and high-quality signal. Projects on the JD.com Crowdfunding website are then used as research samples to explore how the difference in signal quality in the information presentation and feedback of crowdfunding projects influences financing performance from the perspective of investors. The results show that low-quality signals such as video duration, the number of updates, and the number of comments on projects positively affect the success of crowdfunding; meanwhile, crowdfunding experience, which represents high-quality signals, positively moderates the relationship between project video duration, project updates, and crowdfunding success.